Vishwanathan Iyer

@sbup.edu.in

Assistant HOD, Academics Department
Balaji Institute of International Business, Sri Balaji University, Pune

Vishwanathan Iyer


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https://researchid.co/vishusir

RESEARCH, TEACHING, or OTHER INTERESTS

Multidisciplinary, Finance, Marketing, Accounting
19

Scopus Publications

Scopus Publications

  • Accelerating loyalty: Navigating quick commerce's role in customer retention
    Pritesh Pradeep Somani, Prachi Swapnil Wani, Vishwanathan Hariharan Iyer, Dhanraj Pundlik Tambuskar, Deepali Pulekar
    Methods and Applications of Quick Commerce Q Commerce, 2025
    The emergence of quick commerce (q-commerce) has revolutionised the retail sector, highlighting the necessity for ultra-fast delivery to satisfy the increasing demand for convenience and urgency. This chapter explores the changing dynamics of q-commerce in building customer loyalty, analysing the technological, behavioural, and operational elements that impact retention in this competitive landscape. The study emphasises the crucial impact of advanced technologies, including Artificial Intelligence, predictive analytics, and tailored customer experiences, drawing insights from an extensive literature review and bolstered by regression analysis. The chapter examines the obstacles encountered by quick-commerce entities, such as minimal switching costs, fierce competition, and issues related to sustainability. The results highlighted the significance of creative loyalty approaches, including unique value offerings, gamification, and sustainable practices, in achieving lasting customer retention.
  • Managing customer expectations in fast commerce: Steering speed, service, and satisfaction
    Deepali Nilesh Pulekar, Pritesh Pradeep Somani, Vishwanathan Hariharan Iyer, Prachi Wani, Chinmoy Goswami
    Methods and Applications of Quick Commerce Q Commerce, 2025
    Meeting customer expectations in rapid commerce is critical in satisfying and retaining customers in a competitive online marketplace. Studies indicate that 70% of online shopper's prioritize speed of delivery in making a purchasing decision, so companies need to optimize services to address evolving customer demands. The dynamics of speed, service, and customer satisfaction have emerged as a success-determining element in the fast-paced digital retail environment. One of the biggest battles in expectation handling is identifying the diverse needs of different customer bases, setting realistic delivery horizons, and maintaining consistency across multiple channels of communication. Companies, however, end up disappointing such expectations short of over-promising, leading to dissatisfaction and decreased loyalty. To counter such dangers, companies have to spend on good communication and proactive consumer interaction to build strong, long-lasting relationships. Aside from these, the imperative to tap into technology is a deciding factor in the optimal operation
  • Go green: An eco-consumerism viewpoint
    Prachi Swapnil Wani, Pritesh P. Somani, Vishwanathan Iyer
    Regulatory Frameworks and Digital Compliance in Green Marketing, 2025
    This chapter aims at focusing on the damage done because of consumerism and its impact on the environment. The chapter emphasizes the need for going green by companies and the consumer to save the environment. Moving forward, the chapter explores how various companies are trying to go green and the overall adoption of those practices by the consumers. The chapter will also focus on the challenges and the barriers faced by the consumer while going through the process of buying a green product.
  • Engagement in an age of distraction: Addressing declining attention spans
    Pritesh Pradeep Somani, Vishwanathan Iyer, Prachi Swapnil Wani, Dhanraj Pundlik Tambuskar
    Motivating Engagement Belonging and Success in Higher Education Student Experience, 2025
    In the current era of digitalization, marked by constant connectivity and an overwhelming amount of information, the decrease in attention spans has emerged as a significant issue. This chapter explores the impact of persistent interruptions on involvement in many contexts, such as education, work efficiency, and personal communication. The chapter analyses significant elements that contribute to the reduction of attention spans by reviewing current research and real-world case studies. Additionally, it provides practical remedies to address these difficulties, including the adoption of mindfulness practices, the regulation of technology usage, and the reconfiguration of engagement strategies. The objective is to offer a comprehensive comprehension of the influence of contemporary distractions on attention and to suggest efficient strategies for promoting prolonged concentration and involvement in an increasingly preoccupied society.
  • Empowering balance strategies for supporting women entrepreneurs in achieving work-life harmony
    Pritesh Pradeep Somani, Vishwanathan Iyer, Nitesh Behare
    Work Life Balance and Its Effect on Women Entrepreneurs, 2025
    The chapter “Empowering Balance: Strategies for Supporting Women Entrepreneurs in Achieving Work-Life Harmony” delves into the distinctive obstacles that women entrepreneurs encounter when attempting to balance their professional and personal responsibilities. Based on theories such as Conservation of Resources Theory, Role Enrichment Theory, Boundary Theory, and Work-Life Integration Theory, the chapter promotes a thorough comprehension of the methods by which work-life harmony can be achieved. It provides actionable strategies, including the promotion of flexible work arrangements, the utilization of social support systems, and the effective delegation of responsibilities. The chapter promotes a more sustainable approach to business ownership and personal well-being by encouraging women entrepreneurs to integrate work and life rather than compartmentalizing them.
  • Strategic significance of machine learning in financial services
    Shamrao Parashram Ghodake, Jaya Saxena, Nitesh Behare, Tabrej Mulla, Shrikant Waghulkar, et al.
    Insights in Banking Analytics and Regulatory Compliance Using AI, 2025
    Machine learning (ML) is transforming the financial services industry by driving innovation in fraud detection, risk management, customer personalization, and more. This chapter explores the strategic significance of ML, its key applications, and future trends shaping its adoption. Integration with blockchain technology enhances security and automation, while advancements in quantum computing promise faster, more accurate financial models. However, challenges such as data privacy, algorithmic bias, and regulatory compliance persist. The evolution of regulatory frameworks and the growing importance of explainable AI (XAI) are critical for ensuring transparency and fairness. As financial institutions embrace these trends, they stand to enhance operational efficiency, decision-making accuracy, and customer trust while navigating the complexities of modern financial landscapes.
  • The impact of deepfakes on corporate transparency: A cross-disciplinary study of governance, financial reporting, and marketing communications
    Mastering Deepfake Technology Strategies for Ethical Management and Security, 2025
  • The sustainable practices implemented at mega international events and evaluation of their effectiveness in mitigating environmental degradation
    Vishwanathan Hariharan Iyer, Pritesh Pradeep Somani, Prerna Sharma, Nilesh Gokhale, Prachi Wani, et al.
    Navigating Trust in Sustainability Reporting and Assurance, 2025
    Mega-events like the FIFA World Cup, Olympics, international expos, and marathons, although glorified for their cultural, social, and economic significance, present considerable environmental concerns. The surge of players and spectators, along with significant infrastructure development and operating requirements, frequently leads to resource exhaustion, waste production, and environmental stress. Acknowledging the need to ease these effects, organisers have progressively implemented sustainable procedures to diminish environmental deterioration. This study examines the execution of sustainable practices at large-scale events and assesses their efficacy in promoting environmental responsibility and establishing enduring legacies. This study emphasises that despite existing hurdles, the progress achieved in incorporating sustainability provides significant insights for future initiatives. Proactive planning, stakeholder engagement, and ongoing innovation are recognised as essential facilitators of success.
  • A culture of virtual bite and an era of food influencers in the metaverse
    Prachi Wani, Pritesh P. Somani, Vishwanathan Iyer
    Food in the Metaverse and Web 3 0 Era Intersecting Food Technology and Culture, 2025
    “Virtual Bites” explores the dynamic intersection between food, technology, and culture. A new generation of food influencers are rapidly altering the culinary landscape as part of this fast-evolving metaverse. These virtual tastemakers influence immersive experiences, social media platforms, and gaming platforms to present vibrant digital cuisine, from virtual cooking demonstrations to food challenges. As physical and virtual dining become more intertwined. “Virtual Bites” explores the influencers' influence on culinary trends, consumer behavior, and food culture as a whole. The chapter will include topics, like an introduction to the rise of social media and influencer marketing with virtual dining culture.
  • Gender Blindness and Workplace Policies Unseen Barriers to Equality and Inclusion
    Pritesh Pradeep Somani, Vishwanathan Hariharan Iyer, Nitesh Behare, Nilesh Gokhale
    Reducing the Gender Gap in the Workplace, 2025
    This chapter examines the notion of gender blindness in workplace policies and its effects on equality and inclusion. Gender blindness denotes the oversight of gender-specific needs, roles, and challenges within workplace regulations and practices. This analysis of existing literature underscores how gender-blind policies continue to sustain inequality and marginalization, especially affecting women. This analysis delves into the theoretical frameworks that shape the creation of inclusive workplace policies while uncovering the hidden obstacles that impede genuine gender equality. The chapter highlights the necessity of acknowledging gender-specific needs in policy-making to cultivate an inclusive and equitable workplace for every employee. The chapter is an attempt to address the framed research question and present a way out to overcome the barriers and to offer equality at workplace.
  • Co-Creating the Future: Collaborative Strategies for Integrating AI Into Faculty Development Initiatives
    Pritesh Pradeep Somani, Prachi Wani, Vishwanathan Hariharan Iyer, Ushmita Gupta
    Empowering Educational Development and Faculty Growth with AI, 2025
  • Sustainability Challenges in Holy Waste Management
    Sustainability and Sustainable Development from Vision to Reality, 2025
  • From purchase to metamorphosis: Cultivating loyalty via consumer engagement and experience
    Pritesh Pradeep Somani, Nitesh Behare, Vishwanathan Hariharan Iyer
    Resiliency Strategies for Long Term Business Success, 2024
  • The rise and rise of artificial intelligence in the world of finance
    Vishwanathan Hariharan Iyer, Ushmita Gupta, Pritesh Pradeep Somani, Nitesh Behare, Rashmi Mahajan, et al.
    Risks and Challenges of AI Driven Finance Bias Ethics and Security, 2024
  • Bridging genomic data and CRM: Revolutionizing customer engagement
    Nitesh Behare, Rashmi D. Mahajan, Shubhada Nitesh Behare, Pritesh Pradeep Somani, Vishwanathan Iyer, et al.
    New Trends in Marketing and Consumer Science, 2024
  • Introduction to industry 4.0: Understanding the concept, evolution, and key technologies shaping industry 4.0
    Rashmi Mahajan, Meenakshi Singh, Vishwanathan Iyer, Ushmita Gupta, Pritesh Pradeep Somani, et al.
    Convergence of Industry 4 0 and Supply Chain Sustainability, 2024
  • Influence of instagram as a social media platform on academic routine and schedule of students
    Pritesh Pradeep Somani, Ushmita Gupta, Rashmi Mahajan, Vishwanathan Iyer, Nitesh Behare, et al.
    Advancements in Socialized and Digital Media Communications, 2024
  • The rise of OTT: A dynamic shift towards binge watching, an increase for on-demand entertainment
    Pritesh Pradeep Somani, Ushmita Gupta, Vishwanathan Hariharan Iyer, Nitesh Behare, Rashmi Darshan Mahajan, et al.
    Rise of Over the Top Ott Media and Implications for Media Consumption and Production, 2024
  • The power of influence: Unleashing the potential of influencer marketing
    Nitesh Behare, Rashmi D. Mahajan, Meenakshi Singh, Vishwanathan Iyer, Ushmita Gupta, et al.
    Using Influencer Marketing as A Digital Business Strategy, 2023