Dr Muralidhar L B

@jainuniversity.ac.in

Assistant Professor , School of Commerce , Jain Deemed to be University
Jain University

Dr Muralidhar L B


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https://researchid.co/muraliganesh2001

EDUCATION

BDS ( Bachelor of Dental Surgery), MBA, Ph.D.. UGC-NET, KSET

RESEARCH, TEACHING, or OTHER INTERESTS

Business and International Management, Organizational Behavior and Human Resource Management, Organizational Behavior and Human Resource Management, Marketing
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Scopus Publications

Scopus Publications

  • A Study on the Challenges Faced by Marginal and Small Farmers Towards the Subscription of Crop Insurance Scheme in Chitradurga District of Karnataka
    Ananth Kumar, L. B. Muralidhar
    Studies in Systems Decision and Control, 2026
  • Neural Futures, AGI, Brain-Computer Interfaces, and the Speculative Morality of Education
    L. B. Muralidhar, V. Lavakumar, V. S. Vainik, Y. Santhosh, N. Sathyanarayana
    AI Powered Transformations for Ethical Education, 2026
    This chapter examines the convergence of Artificial General Intelligence (AGI) and Brain-Computer Interfaces (BCIs) in education, exploring their transformative potential and the profound ethical challenges they present. It critically analyses how these emerging technologies reshape cognition, pedagogy, and agency, drawing on neuroethics, educational theory, and global policy discourse. Through speculative and interdisciplinary perspectives, it interrogates issues of autonomy, equity, and cognitive liberty while offering strategies for responsible implementation. The chapter proposes a framework for ethically integrating artificial general intelligence (AGI) and brain-computer interfaces (BCIs), striking a balance between innovation and human values in future learning ecosystems.
  • Smart Ecosystems and Intelligent Enterprises: The Role of IoT in Reshaping Operational Agility
    Varanasi Rahul, N. Sathyanarayana, A. Arunprakash, L. B. Muralidhar, B. U. Muthamma
    Iot Driven Business Transformation Strategy Data Trust and Security, 2026
    This chapter explores the transformative role of the Internet of Things (IoT) in reshaping operational agility within smart ecosystems and intelligent enterprises. As businesses confront dynamic market demands and technological disruptions, IoT emerges as a critical enabler of real-time responsiveness, automation, and adaptive decision-making. Anchored in Dynamic Capabilities Theory, Systems Theory, and Sociotechnical Systems Design, the chapter conceptualizes operational agility through the integration of sensor networks, AI-driven analytics, edge computing, and interconnected infrastructures. Through empirical case studies spanning manufacturing, healthcare, logistics, energy, and urban governance, the chapter illustrates how IoT fosters capabilities such as sensing, learning, and self-adjustment. It also addresses key implementation challenges, including data security, interoperability, cost, and regulatory compliance. The chapter concludes by identifying future trends, including AIoT, digital twins, and green IoT
  • D3-Transdisciplinary Framework for Public Health in the Post-Platform Era
    L. B. Muralidhar, S. Madhu, Raji Rajan, K. P. Sheeba, N. Sathyanarayana
    Marketing Public Health in A Digital Age, 2026
    This chapter explores the shift from platform capitalism to post-platform health infrastructures, emphasizing the role of digital innovation in reimagining public health systems. It introduces a transdisciplinary framework that integrates health sociology, critical data studies, and science and technology studies (STS), exploring the structural disruptions caused by data monopolies and the emergent capabilities enabled by digital health technologies. Focusing on decentralization, data sovereignty, and open protocols, the chapter examines case studies like India's Ayushman Bharat and Estonia's e-Health system. Ethical, political, and epistemological tensions, such as algorithmic bias and digital divides, are critically analysed. The chapter concludes by offering a transdisciplinary model for equitable, participatory, and resilient digital public health systems in a post-platform era.
  • Optimizing Pedagogical Integrity Through AI Governance in Educational Ecosystems
    A. Arunprakash, L. B. Muralidhar, N. Sathyanarayana, Pooja Kumari, R. Shilpa
    AI Powered Transformations for Ethical Education, 2026
    This chapter explores the integration of Artificial Intelligence (AI) within education and its implications for pedagogical integrity, ethics, and governance. It examines how algorithmic systems influence learning processes, teacher agency, and educational equity. Drawing on theoretical traditions such as humanism, constructivism, and critical pedagogy, the study proposes the Ethical-AI Pedagogy Nexus (EAPN) framework to balance innovation with moral accountability. Through comparative policy analysis and global case studies, it highlights best practices and failures across diverse educational systems. The chapter concludes that sustainable AI adoption requires participatory governance, ethical literacy, and continuous reflexivity to preserve autonomy, authenticity, and accountability in teaching and learning.
  • Unveiling AI's Dual Impact: Analyzing Creativity, Application, and Decision-Making Skills in Education
    Varanasi Rahul, Y. Fathima, L. B. Muralidhar, R. Manju Priya, N. Sathyanarayana, et al.
    Value of Icts in Facilitating Educational Development and Reform, 2026
    Integrating Artificial Intelligence (AI) tools, such as ChatGPT, into education is transforming learning paradigms. This chapter investigates AI's dual impact on students' creativity, application, and decision-making skills through an experimental study involving control and experimental groups. Results highlight that while AI can significantly enhance learning outcomes, improper usage risks cognitive laziness and dependence. This chapter provides an in-depth discussion on fostering responsible AI engagement, ethical considerations, and strategies to harness its potential for education. This study contributes to the discourse on sustainable AI integration in academia by bridging theoretical frameworks with empirical findings.
  • Impact Evaluation of Institutional Research Strategies: A Longitudinal Perspective From ASEAN Universities
    Varnasi Rahul, V. Lava Kumar, N. Sathyanarayana, L. B. Muralidhar, Santha Ganesh Iyer
    Implementing Research Management Policies in Asean Higher Education Institutions, 2025
    This chapter explores the long-term impact evaluation of institutional research strategies within ASEAN universities, focusing on the critical role of research-policy-performance dynamics in shaping the region's higher education landscape. It presents a comprehensive framework for understanding and assessing research governance, using a longitudinal approach to evaluate how strategies have evolved across different institutions. The chapter discusses various conceptual models like the Theory of Change and Results-Based Management, adapted to the context of ASEAN universities. Through comparative case studies from institutions such as the National University of Singapore and Universiti Malaya, it highlights key metrics including research output, funding growth, international collaboration, and community impact. The findings underscore the importance of leadership commitment, institutional learning, and performance-based funding mechanisms. The chapter concludes with policy recommendations aimed at strengthening research governance, promoting regional collaboration, in the ASEAN region.
  • The Emergence and Role of AI-Powered Influencers and Virtual Brand Ambassadors
    L. B. Muralidhar, N. Sathyanarayana, Y. Santhosh, R. Shilpa, R. Arun
    AI Virtualization and the Future of Marketing, 2025
    AI-powered influencers and virtual brand ambassadors are transforming digital marketing through artificial intelligence, machine learning, and computer-generated imagery, enhancing consumer engagement. Scalability, consistency, and budget-friendliness, combined with a reduced risk of human interaction, make virtual entities a preferred option for brands. AI influencers leverage big data and predictive analysis to provide hyper-personalised messaging, fostering increased interaction and loyalty among the target audience. As AI-powered influencers are increasingly adopted in the retail, fashion, and healthcare sectors, concerns regarding authenticity, transparency, and the responsible use of AI must be addressed through legislation. Furthermore, as AI-powered influencers penetrate these sectors, the psychological impact, data security concerns, and legal uncertainties must be continuously monitored and analysed. Integrating AI with augmented reality, virtual reality, and blockchain will propel future innovation in influencer marketing, striking a balance between technology and ethics.
  • Toward Carbon-Neutral Culture: Integrating Renewable Energy and Smart Systems in Museums
    Varanasi Rahul, V. Lavkumar, L. B. Muralidhar, N. Sathyanarayana, Simi Anto
    Multidimensional Perspectives and Approaches to Museum Sustainability, 2025
    This paper explores the integration of renewable energy and smart systems in museums to achieve carbon neutrality. Museums, as significant cultural and educational institutions, are increasingly adopting sustainable practices to mitigate their environmental impact. This study investigates the potential of renewable energy sources, such as solar and wind power, combined with smart energy management systems, to optimize energy consumption and reduce carbon footprints. By analyzing current trends and case studies, the paper highlights effective strategies for the transition to carbon-neutral operations, fostering a sustainable cultural environment while maintaining the preservation and educational objectives of museums.
  • The Quantum Advantage in Future Technologies for Supply Chain Optimization
    L. B. Muralidhar, R. Shilpa, V. Lava Kumar, Y. Santhosh, V. S. Vainik
    Transforming Sustainability and Value Creation with Logistics and Supply Chain Management, 2025
    Globalization, fluctuating demand, and the need for real-time responses have stretched global supply chains to their limits, which the traditional systems cannot handle. Quantum computing, through superposition, entanglement, and parallelism, offers transformational solutions to route optimization, inventory balancing, demand forecasting, and risk mitigation. Advanced quantum algorithms unlock unprecedented processing of vast datasets, predictive precision, and unparalleled efficiency in decision-making. However, high costs, limited access, and integration issues hamper this adoption. This chapter, therefore, focuses on how these challenges can be overcome through collaboration among technology providers, logistics experts, and academia. It follows with a proposed roadmap for integrating quantum computing into supply chain systems, followed by practical use cases and future research directions.
  • Multi-Cloud Environments: Auditing for Security, Compliance, and Risk Mitigation
    Varanasi Rahul, N. Sathyanarayana, L. B. Muralidhar, Y. Fathima, R. Shilpa
    Advancing IT Audits Through Integrative Approaches and Emerging Technologies, 2025
  • Luxury AI and IoT as the New Artisans of Exclusivity Leading to Hyper-Personalisation
    L. B. Muralidhar, R. Shilpa, N. Sathyanarayana, Y. Santhosh, V. S. Vainik
    Technology Driven Market Transformations for Digital Fashion and Smart Luxury, 2025
  • Geopolitics in the algorithmic era: Navigating technological competition and national security
    L B Muralidhar, Amrinder Singh, H R Swapna, N Sathyanarayana, Varanasi Rahul
    Technology Geopolitics and the Transformation of International Political Economy, 2025
  • Integrating AI-enabled food safety, compliance, and future innovations for resilient food supply chain
    L. B. Muralidhar, H. R. Swapna, K. P. Sheeba, Mohsina Hayat, K. Nethravathi
    Impact of Generative AI on Food Supply Chain Management, 2025
  • Acceleration of innovation through gender equity: Unleashing diverse perspectives for transformative growth
    Muralidhar L. B., N. Sathyanarayana, V. Lavakumar, K. Nethravathi, R. Arun
    Enhancing Workplace Productivity Through Gender Equity and Intergenerational Communication, 2025
  • Integration of the brain-computer interface in ECE for upcoming communication data systems
    Tejswini Suresh Danwadkar, Anurag Dilraj, L. B. Muralidhar, Aysola Sai Chander, Digvijay Pandey, et al.
    Brain Computer Interfaces and Applications in Business, 2025
  • Quantum Cryptography for Biomedical Image Security in Next-Generation Telemedicine Networks
    L. B. Muralidhar, H. R. Swapna, N. Sathyanarayana, K. Nethravathi, Varanasi Rahul, et al.
    Advanced Secure Transmission of Telemedicine Based Bio Medical Images, 2025
  • Green and costly decarbonizing supply chains in an inflationary era
    L. B. Muralidhar, V. Lavakumar, N. Sathyanarayana, Varanasi Rahul, R. Arun
    Supply Chain Disruptions and Impact on Global Inflation, 2025
  • Industry 4.0 in supply chains: Enhancing collaboration through IoT, blockchain, big data, and AI
    L. B. Muralidhar, N. Sathyanarayana, H. R. Swapna, Sheetal V. Hukkeri, P. H. Reshma Sultana
    Multi Stakeholder Collaboration for Sustainable Supply Chain, 2025
  • Role of generation alpha in green sustainability through eco-innovation and digital activism
    Muralidhar L. B., Usha Prabhu, N. Sathyanarayana, Varanasi Rahul, V. Lava Kumar
    Generation Alpha and Next Generation Leadership for Greener Futures, 2025
  • Sustainable organisational cultures basing green management innovation and leadership transformation
    L. B. Muralidhar, R. Shilpa, Varanasi Rahul, N. Sathyanarayana, Y. Fathima
    Green Management Approaches to Organizational Behavior, 2025
  • Decoding customer DNA: Beyond the hype, embracing the future of marketing intelligence
    Patcha Bhujanga Rao, Preethi Inampudi, R. Parvathi, L. B. Muralidhar, Varanasi Rahul
    Dynamic Strategies for Entrepreneurial Marketing, 2025
  • Machine learning advancing diversity equity and inclusion in data-driven HR practices
    L. B. Muralidhar, N. Sathyanarayana, H. R. Swapna, Sheetal V. Hukkeri, P. H. Reshma Sultana
    Evolving Strategies for Organizational Management and Performance Evaluation, 2025
  • AI Learning and Talent Strategies in Transnational Education: Driving Global Leadership With Agility
    Innovative Approaches to Staff Development in Transnational Higher Education, 2025
  • Synergizing Human Intelligence With AI and Robotics for Organizational Growth and Success
    L. B. Muralidhar, R. Shilpa, N. Sathyanarayana, N. Rakesh, R. Arun
    Driving Organizational Transformation Through Human Robotic Collaboration, 2025
  • Creating Employer Branding Through Organisational Identity in the Modern Workplace
    Muralidhar L. B., Y. Santhosh, V. Lavakumar, N Sathyanarayana, Vainik V. S.
    Redefining Employer Branding at the Intersection of Human Resources and Marketing, 2025
  • The Neural Path to Productivity: How Brain Science Transforms Workplace Efficiency
    L. B. Muralidhar, V. Lavakumar, Usha Prabhu, N Sathyanarayana, Rahul Varanasi
    Impact of Neuroplasticity on Organizational Effectiveness and Labor Productivity, 2025
  • Exploring Emerging AI and IoT Technologies to Enhance Customer Relationship Management in 5G Networks
    Bandela Sathyavani, Jaipal Reddy Poddutoori, Sudarshan A. Pawar, Devleena Banerjee, Muralidhar L B, et al.
    2025 International Conference on Pervasive Computational Technologies Icpct 2025, 2025
  • Machine Learning for Risk Management: Identifying and Mitigating Business Risks
    Priyanka Salgotra, E. Nirupama, Muralidhar L B, Abhinna Srivastava, Melanie Lourens, et al.
    2025 World Skills Conference on Universal Data Analytics and Sciences Worldsuas 2025, 2025
  • Augmenting Managerial Decision-Making with AI and Machine Learning
    A. Shameem, M. Vanisree, Muralidhar L. B, Kawerinder Singh Sidhu, Patel Yogeshkumar Jethabhai, et al.
    2025 World Conference on Cutting Edge Science and Technology Wccest 2025, 2025
  • The Ethical Implications of AI in Management: Navigating Challenges in Decision-Making
    Sruthy Murugan Usha, Chandan Medatwal, Vutti Purendra Prasad, Muralidhar L B, Anurag Rai, et al.
    2025 International Conference on Pervasive Computational Technologies Icpct 2025, 2025
  • The Quantum Leap: Integrating Quantum Computing With AI for Next-Gen Automotive Safety
    H H R Swapna, L. B. Muralidhar, N. Sathyanarayana, K. Nethravathi, Digvijay Pandey, et al.
    AI S Role in Enhanced Automotive Safety, 2025
  • An empirical study examining the relationship between brand equity and corporate social responsibility
    Muralidhar L. B., Patcha Bhujanga Rao, D. Deepak, Varanasi Rahul, Purushotham H. C., et al.
    Navigating Corporate Social Responsibility Through Leadership and Sustainable Entrepreneurship, 2024
  • Impact of Organizational Culture on The Level of Corporate Social Responsibility Investments: An Exploratory Study
    L. B. Muralidhar, K. V. N. Lakshmi, H. R. Swapna, Jigar Rupani, K. Nethravathi, et al.
    Circular Economy and Sustainability, 2024
  • IoT-Enabled Office Space Management
    Keerthi Shetty, Megha Mudholkar, Pankaj Mudholkar, Muralidhar L B, Swamy TN, et al.
    2024 2nd International Conference Computational and Characterization Techniques in Engineering and Sciences Ic3tes 2024, 2024
  • IoT-Enabled Consumer Behavior Tracking
    L. Priyadharshini, Kamlesh Kumar Gautam, Shital Agrawal, D N Murali Krishna Rao, Sundarapandiyan Natarajan, et al.
    2024 2nd International Conference Computational and Characterization Techniques in Engineering and Sciences Ic3tes 2024, 2024
  • Machine Learning Models for Predictive Marketing Analytics
    R. Satheeskumar, Er. Vandana Dutt, Ch. Srinivasa Reddy, Zatin Gupta, Sundarapandiyan Natarajan, et al.
    2024 2nd International Conference Computational and Characterization Techniques in Engineering and Sciences Ic3tes 2024, 2024
  • Utilising the Internet of Things to Enhance Customer Relationship Management in the field of Digital Marketing
    Mohammed Usman, S. Gangadharan, Muralidhar L B, M.K. Murugesh, Isac Gunday, et al.
    Tqcebt 2024 2nd IEEE International Conference on Trends in Quantum Computing and Emerging Business Technologies 2024, 2024
  • Cognitive Computing for Marketing Decision Support
    Harshitha G M, Pawan Madanan, Shital Agrawal, Muralidhar L B, Sundarapandiyan Natarajan, et al.
    2024 2nd International Conference Computational and Characterization Techniques in Engineering and Sciences Ic3tes 2024, 2024
  • Machine Learning Strategies for Business Process Optimization
    Jitendra Kumar Chaudhary, Mohd Aarif, N. Raghava Rao, Rajeev Sobti, Suresh Kumar M.V, et al.
    2023 10th IEEE Uttar Pradesh Section International Conference on Electrical Electronics and Computer Engineering Upcon 2023, 2023
  • Blockchain Technology: Revolutionizing Sectors and Defining Digital Transactions' Future
    N. Rameshkumar, E. Kalaivani, Anagha Bhope, Rajeev Sobti, K. Subhashini, et al.
    2023 10th IEEE Uttar Pradesh Section International Conference on Electrical Electronics and Computer Engineering Upcon 2023, 2023
  • Augmented and Virtual Reality (AR/VR) in Marketing: Developing Immersive Client Experiences to Increase Engagement
    Sheena, Sudheer Muhammed KM, K.K. Ramachandran, Nornajihah Nadia Hasbullah, Nilesh Anute, et al.
    2023 10th IEEE Uttar Pradesh Section International Conference on Electrical Electronics and Computer Engineering Upcon 2023, 2023
  • Artificial Intelligence for Customer Relationship Management: Personalization and Automation
    Mohammed Riyaz, Pravin D Sawant, Shathaboina Raju, Ginni Nijhawan, N M Deepika, et al.
    2023 10th IEEE Uttar Pradesh Section International Conference on Electrical Electronics and Computer Engineering Upcon 2023, 2023