Business, Management and Accounting, Marketing, Experimental and Cognitive Psychology, Social Psychology
4
Scopus Publications
Scopus Publications
Scaling subscriber numbers: The E-Platform’s biggest goal Manimegalai D, Kavitha Shanmugam, Vijay Arpudaraj Antonyraj Journal of Information Technology Teaching Cases, 2025 After COVID-19, E-Commerce played a vital role in businesses. Attracting new customers for their business through different digital modes is a difficult task for the marketer. Customer acquisition is fetching a new subscriber to their product/brand. Moreover, customer acquisition is essential for subscription-based selling because it measures the progress and strength of the product/brand. A new subscription promotes business growth and focuses on creating a foolproof acquisition strategy. This case study provides an overview about the different variants of the subscription-based pricing and business models and the rapid growth of the Subscription E-Commerce Market. It throws light on the strategies for scaling subscribers through acquisition and retention. Additionally, it discusses the expansion of subscription business models and challenges that arise.
Social media as a catalyst: How Instagram is enabling Indian housewives to become digital entrepreneurs Manimegalai D, Kavitha Bagilesh, Kavitha Shanmugam Journal of Information Technology Teaching Cases, 2025 A platform that began as a casual way to share photos has developed into a potent commercial tool. The world of digital enterprise is being gradually transformed by Instagram, particularly among Indian housewives who are transforming their artistic endeavors into reliable sources of revenue. These women are starting micro businesses from the comfort of their homes by utilizing the platform’s integrated purchasing features, visual storytelling tools, and direct customer connection capabilities. The present case study investigates how Instagram’s evolving features are promoting entrepreneurship through the use of reels, stories, shops, and influencer collaborations. A change in traditional gender roles, digital empowerment, and higher household income are some of the wider socioeconomic effects that are also examined. Based on the digital inclusion idea, the study emphasizes that having access to user-friendly, low-barrier digital technologies can spark significant social and economic transformation.
Inside-out AI strategy at Microsoft: From capability building to commercialization Manimegalai Durairaj, Kavitha Bagilesh, Abarnisha Sathyamoorthy, Kavitha Shanmugam Journal of Information Technology Teaching Cases, 2025 As organizations adjust to the changing landscape of artificial intelligence (AI), a critical strategic question arises: Should companies prioritize internal transformation or lead with customer-driven innovation? This case investigates the ‘inside-out’ approach to AI adoption, where internal transformation functions as the foundation for market-facing solutions. The case illustrates how internal AI tool deployments, such as Microsoft 365 Copilot and Dynamics 365, enhanced operational efficiency and led to the development of scalable products for commercial clients, with Microsoft Corporation serving as the central organization. With quantifiable gains in efficiency and productivity, Microsoft must now decide how quickly to expand its AI products worldwide. The study highlights internal improvements such as enhanced operational reliability, alongside external milestones including Azure AI’s role in retail optimization and the widespread adoption of GitHub Copilot across enterprise clients. In comparing Microsoft’s strategy to rivals such as Google, Amazon, and Salesforce, the case highlights market potential as well as ethical, pricing, and regulatory issues. This case offers a framework for analysing commercialization of AI, capability building, and innovation strategy, while drawing on organizational theories such as the Resource-Based View, dynamic capabilities, and responsible innovation to evaluate Microsoft’s long-term strategic options.
The triggers on compulsive online shopping of jeans D. Manimegalai, S. Senthilkumar International Journal of Networking and Virtual Organisations, 2024 This study investigates the antecedents of compulsive online shopping for jeans and identifies the compulsive shoppers of jeans. This descriptive research collects data through an online survey; the sample size is 205 - purposive sampling design used for gathering the data. The study results are 53.2% of males and 51% of females fall into compulsive shopping for jeans. Model fitness analyses through linear regression the p-value is lesser than 0.05. Therefore, the independent variables show a statistical relationship with the dependent variables and predict the dependent variable. This study helps the marketer frame the marketing strategy based on buzz factors and compulsive triggers; it can increase the online jeans sale in the future period. After the lockdown, consumer prefers online mode shopping.
