Dr Preeti Mehra is a Professor in Marketing with Mittal School of Business, Punjab and has an experience of 11 years in Corporate and Teaching. She has done her doctorate from Guru Nanak Dev University, Amritsar. She specialises in Micro Branding; Sachet marketing; Rural Marketing Strategy, Services Marketing and Brand Management and has contributed towards many journals and books. Her research work focusses on significantly enhancing organizational reach and market share through the application of robust strategies, effective pricing and excellent client relationship management. She has contributed towards eminent journals of national and international repute like SAGE and has participated and presented in many national and international conferences.
EDUCATION
PhD (Marketing), MBA
RESEARCH INTERESTS
Branding, Rural Marketing, Digital Marketing
22
Scopus Publications
Scopus Publications
Preface AI Enabled Workforce Management for Hybrid Workplaces, 2026
Shaping Consumer Behaviour With AI: Exploring the Impact of Personalization, Efficiency, and Trust Balpreet Kaur, Preeti Mehra Unlocking Growth and Sustainability for Small and Medium Enterprises with AI, 2025 Artificial intelligence has emerged as a transformative force profoundly shaping consumers' intentions to adopt it for shopping. The study attempts to expand the scope of TAM by integrating the key dimensions of AI, including ‘personalization', ‘efficiency of AI-powered tools', and ‘trust in AI'. The SEM technique was used to test the hypothesized model. The results revealed that personalization, through AI-driven recommendations, and the efficiency of chatbots significantly influence shoppers' intentions to adopt AI technology. Trust in AI also plays a critical role in shaping intentions to adopt AI-powered websites/apps for shopping. Moreover, a positive attitude towards adopting AI technology further enhances shoppers' behavioral intentions to use AI. The qualitative insights also indicated that consumers value AI-powered personalization, such as tailored recommendations and personalized offers, to enhance the shopping experience. However, data privacy has emerged as a primary concern when using AI for decision-making. Hence, the study provides valuable implications for marketers.
AI- Driven Innovation: Unlocking Competitive Advantage for SMEs for Long-Term Growth and Sustainability Jatin Thakur, Pooja Kansra, Preeti Mehra Unlocking Growth and Sustainability for Small and Medium Enterprises with AI, 2025 Through a focus on the growth and sustainability benefits for SMEs Leveraging AI powered innovation are discussed in this chapter. AI can help improve operational efficiency, provide data-based insights, and enable tailored consumer experiences—factors that SMEs are looking for to tackle resource constraints and high competition. AI's ability to enhance automation, marketing, supply chain management and financial operations open the floodgates to new opportunities for scalability and innovation. Moreover, AI helps make operations more sustainable by optimizing energy consumption, minimizing waste, and creating corporate social responsibility (CSR) goals. However, challenges like high AI adoption costs, skill deficits, and data security risks hinder SMEs from leveraging AI services. A good AI-based company is built on strategic planning, partnerships, and workforce upskilling. It ends by summarizing some emerging trends in AI and discussing the place of AI on resilience and sustainability in small and medium enterprises.
Preface Incentives and Benefits for Adopting Green Entrepreneurship Practices, 2025
Leveraging economic incentives to foster green entrepreneurship and sustainability Diksha Verma, Pooja Kansra, Preeti Mehra Incentives and Benefits for Adopting Green Entrepreneurship Practices, 2025 Nowadays government of India is making several initiatives for promoting green entrepreneurship and sustainability. In the contemporary global economy, the rise of environmental challenges, such as climate change, resource depletion, and pollution, has highlighted the need for sustainable development. The role of entrepreneurship, particularly green entrepreneurship, in addressing these challenges is pivotal, as it integrates economic viability with environmental responsibility. This chapter explores how economic incentives can be effectively leveraged to promote green entrepreneurship and sustainability, providing a pathway for businesses to not only thrive but also contribute to ecological conservation and social well-being. The study's objective is to analyze the frameworks, policies, and market mechanisms that drive green entrepreneurship and examine how targeted economic incentives can create a more sustainable future.
Factors influencing consumer choice of celebrity endorsements and their consequent effect on purchase decision International Journal on Emerging Technologies, 2019
