Catherine

@srmist.edu.in

Assistant Professor, Management
SRM Institute of science and Technology Deemed to be University



              

https://researchid.co/catherinerex

EDUCATION

B.., MBA., Ph.D

RESEARCH, TEACHING, or OTHER INTERESTS

General Arts and Humanities, General Arts and Humanities, Multidisciplinary, General Arts and Humanities

16

Scopus Publications

Scopus Publications

  • Bridging academia and industry through technology and entrepreneurial innovation: Enhancing supply chain efficiency
    R. Vettriselvan, R. Deepa, Rashmi Gautam, N. V. Suresh, and S. Cathrine
    IGI Global
    This chapter explores how technology and entrepreneurial innovation enhance supply chain efficiency. It highlights the transformative impact of advanced technologies such as cloud computing, data analytics, and IoT on supply chain operations, improving responsiveness and reducing costs. The entrepreneurial orientation is emphasized as a key driver of innovation, enabling organizations to adapt to changing market conditions. Through case studies, the chapter illustrates successful collaborations between academia and industry, demonstrating how theoretical insights translate into practical solutions. Challenges in technology integration, such as data security and the need for skilled personnel, are also addressed. By bridging the gap between academia and industry, this work aims to inspire future research and applications that enhance supply chain management, underscoring the importance of fostering a culture of innovation to maintain competitiveness in the global marketplace.


  • Artificial intelligence in advertising: Transforming strategies, enhancing targeting, and redefining consumer engagement
    Catherine Solomon, Kiruthiga Velmurugan, and Narapa Reddy Venkatram Suresh
    AIP Publishing

  • Ethical considerations in AI implementation for patient data security and privacy
    N. V. Suresh, Ananth Selvakumar, Gajalaksmi Sridhar, and S. Catherine
    IGI Global
    As the clinical thought industry wisely embraces artificial intelligence for upgraded course and managed understanding results, moral assessments integrating patient information security and protection have come to head. The enthralling world of artificial intelligence data execution in clinical practice is the subject of this chapter, which focuses specifically on the moral dilemmas associated with protecting patient information. The review takes a gander at certified instances of impersonated information applications in clinical advantages settings and looks at the systems used to address worries about the security and confirmation of patient information. Key moral examinations explored join the careful utilization of patient information, straightforwardness in mechanized thinking assessments, informed assent, and the potential for affinity in man-made information driven strong cycles. The chapter looks at how clinical idea affiliations investigate these ethical issues to track down an association between utilizing replicated data improvements and monitoring patient protection of some sort. The legitimate techniques for moral man-made hypothesis sending in clinical advantages are broke down, enveloping different evened out plans, consistence systems, and the control of interdisciplinary cooperation. The findings of this study must likely serve as a partner for technologists, policymakers, and early adopters of clinical thought in the development of robust plans that place an emphasis on determining information security and safety while making use of electronic thinking's prominent power.

  • Machine learning applications in healthcare: Improving patient outcomes, diagnostic accuracy, and operational efficiency
    N. V. Suresh, Jayashree Sridhar, Ananth Selvakumar, and S. Catherine
    IGI Global
    This study sees how man-made reasoning (ML) applications have changed the clinical advantages industry, zeroing in on how they assist with working on sorting out results, interesting precision, and capacity. With the procedure of state-of-the-art data appraisal and computational cutoff points, ML evaluations have emerged as phenomenal resources for destroying titanic volumes of clinical benefits data, including electronic achievement records (EHRs), clinical pictures, genomic data, and wearable sensor data. The key ML methodologies and their applications in various clinical thought areas are organized in this paper. One of the chief benefits of ML in clinical benefits is its ability to help clinical benefits specialists chase after additional reasonable and optimal clinical decisions. ML appraisals can audit patient data to see models, models, and affiliations that may not be quickly obvious to human clinicians. ML models can assess patient results, recognize people in danger of creating unambiguous circumstances, and alter treatment plans considering individual patient qualities by utilizing farsighted appraisal. Besides, ML evaluations expect a crushing part in refreshing fascinating exactness and accuracy arrangement drives. In clinical imaging, for example, ML models can precisely recognize peculiarities, advancements, and anomalies by examining radiological pictures like X-beams, X-pillar breadths, and CT results. Histopathologists can utilize ML-based characteristic instruments to isolate histopathological pictures for hazardous advancement confirmation and evaluation. As well as additional clinical courses and fascinating accuracy, ML applications add to updating utilitarian limits and resource apportioning in clinical idea affiliations. ML-based keen models are capable of streamlining emergency focus work processes, anticipating patient demand rates, and dispersing assets like personnel, beds, and a great deal more. Besides, ML estimations can see disappointments in clinical benefits processes, similar to medication messes, readmissions, and silly structures, prompting cost hold saves and dealing with calm ideas.

  • Operational efficiency and cost reduction: The role of ai in healthcare administration
    N. V. Suresh, Ananth Selvakumar, Gajalaksmi Sridhar, and Catherine S.
    IGI Global
    According to an article that was published in Healthitanalysis, mentions of artificial intelligence (AI) have become commonplace in the healthcare industry in what seemed like an instant. The clinical advantages affiliation faces the double test of successfully coordinating reasonable expenses while at the same time conveying positive patient assessment. This investigation chapter examines the distinctive role that modernized thinking (PC-based knowledge) plays in identifying these issues within the clinical consideration association. Focusing in on clear executions, the survey takes a gander at how PC based data applications add to practical efficiency and cost decline in clinical idea settings. The effects of computer-based intelligence reconciliation on cycles like asset distribution, planning, and work process enhancement are examined within the context of contextual analyses of computer-based intelligence reconciliation in medical services organizations. The assessment looks at the common sense of man-made insight driven frameworks for working with administrative tasks and diminishing utilitarian purposes through these models. Additionally, the speculative piece dives into administrative thoughts related with doing man-made awareness in clinical benefits affiliations. As essential components of an efficient replicated understanding strategy, moral assessments, workforce planning, and advancement gathering procedures are investigated. The audit sees troubles that clinical benefits supervisors could totally through search in figuring out PC based data levels of progress and proposes authoritative perspectives for vanquishing these obstructions.

  • Unveiling the economic tapestry: Statistical insights into India's thriving travel and tourism sector
    B. Jeyaprabha, S. Catherine, and M. Vijayakumar
    IGI Global
    This research analyses the pivotal role of India's travel and tourism sector in its growing economy through comprehensive statistical analysis. Utilizing diverse quantitative data, the study unveils the sector's impact on GDP growth, employment, and foreign exchange. Beginning with an overview of the industry's current state, emphasizing rapid growth and evolving dynamics, the analysis delves into its contributions to various economic facets. Examining statistical data, the chapter underscores the sector's substantial role as a key driver of India's GDP, both directly and indirectly. A thorough exploration of employment statistics highlights the sector's crucial role in job creation. In conclusion, this study synthesizes extensive statistical data to emphasize the significant contributions of the travel and tourism sector to India's economic landscape. Aimed at informing policymakers, industry stakeholders, and researchers, the research facilitates evidence-based decision-making for sustainable economic development.

  • An epitome shift in consumer experience: The impact of metaverse on the retail sector
    V. Kiruthiga and S. Catherine
    IGI Global
    The retail industry is just one of several sectors affected by the fast-developing metaverse, a virtual reality environment that combines the real world and the internet. The immersive and interactive experiences that the metaverse introduces reshape the conventional shopping environment. In summary, the metaverse is bringing about a new age for the retail sector and changing both how consumers purchase and how retailers run their businesses. A successful and long-lasting integration of the metaverse in the retail sector requires careful evaluation of the ethical and practical ramifications. Adopting these technical breakthroughs can put merchants at the forefront of the changing consumer landscape.

  • Effective brand building in metaverse platform: Consumer-Based Brand Equity in a virtual world (CBBE)
    S. Catherine, V. Kiruthiga, Suresh N. V., and Reena Gabriel
    IGI Global
    Brand equity is one of the prime and strategic assets for most contemporary business organizations. Companies are focusing on novel and innovative ways in order to build brand equity. Brand experience is one such construct that can be used by marketing managers in building and managing brand equity. Only a few studies have explored the relationship between brand experience and brand equity, particularly in the online shopping industry. The fear of missing out on opportunities in the metaverse is a driving force for many brands. It is essential to approach this emerging space with a long-term, ethical, and collaborative strategy. The long-term impact of consumers and managers need to explore opportunities aligning with their business. Brands are living entities that drive business organizations in modern times. This chapter explains about the four dimensions of brand experience (sensory, affective, behavioural, and intellectual) have a positive influence on all four dimensions of brand equity (brand awareness, brand association, perceived quality, brand loyalty).

  • The metaverse economy: Transforming money with digital currency
    S. Catherine, Meena N. Rani, and N. V. Suresh
    IGI Global
    The Metaverse economy represents a paradigm shift in the realm of finance, poised to redefine the concept of money through the utilization of digital currency within virtual environments. Within the metaverse, digital currency facilitates transactions for shopping, gaming, and a diverse array of goods and services. To traverse the virtual realm using a virtual reality headset and controllers purely for recreational purposes, without any predefined objectives. The Metaverse offers unprecedented opportunities for businesses and individuals to engage the exchange, and accumulation. Through immersive experiences, luxury brands and retailers are already capitalizing to cater to evolving consumer preferences, with cutting-edge technologies such as augmented reality and artificial intelligence. The brand Gucci has initiated the sale of their products within the Metaverse, utilizing digital currency for transactions. As the metaverse continues to evolve through advancements in digital currency and technology, it promises to revolutionize the future of money and commerce.

  • Rethinking sustainable-oriented pilgrimage tourism in Tamilnadu
    S. Catherine, S. Joyce, and Meena Rani
    IGI Global
    Pilgrimage tourism has grown in popularity and attention in India as a result of its important deliverables, which include employment, national integration, and foreign exchange revenues. The government's interest in enhancing national infrastructure is obvious; yet the environmental impact of pilgrimage tourism has not been expressly examined. This prompted the need for environmentally friendly development to protect the nature as well as man-made resources such as sacred temples and shrines. The study investigated the concerns and limitations of pilgrimage tourism and provided substantial solutions to achieve long-term goals. In order to obtain qualitative data, the study's method of inquiry incorporated an inductive design via a case analysis. Previous studies found a huge vacuum in that they largely focused on the importance of sustainable development in tourism but did not focus on the other side of pilgrimage tourism, which this study has greatly filled.


  • Shoppers' propensity on supermarket chain store attributes in grocery retailing


  • Cherry picking: Shopper behaviour to choose a store


  • A study on consumer perception on store choice of branded grocery supermarket


  • Shopping behaviour and consumer choice in branded vegetarian food restaurants


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