Dr. SYED TABASSUM SULTANA

@mvsrec.edu.in

Professor and Head of Business Management https://www.scopus.com/authid/detail.uri?authorId=58100729500
MVSR ENGINEERING COLLEGE

Dr. SYED TABASSUM SULTANA


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https://researchid.co/tabassumsultana
Dr. Syed Tabassum Sultana, currently working as a Professor at Matrusri Engineering College,
Hyderabad with a teaching experience of 25 years at PG level. She holds an MBA in Finance &
Marketing from Osmania University. She completed her M. Phil in management and
subsequently awarded Ph D in management by Osmania University, Hyderabad for her
dissertation on "Investors Behavior” from the area of Behavioral Finance. She also cleared UGC
NET and APSET for lectureship. Additional qualifications like Post Graduate Diploma in
Computer Applications, M A (Economics) from Osmania University and M Sc (Psychology).
She is a member on Editorial boards and a reviewer of International and National
journals.
She has published 39 research papers publications in journals and presented 28
papers in various National and International conferences. She has 1 patent honored with 2 awards for her contribution towards research. She has citations 351, an h Index of 7 and i10 index of 6 to her credit.

EDUCATION

MBA (Finance & Marketing), M Phil (Management), Ph D (Management), MA (Economics), M Sc. (Psychology), UGC-NET(Management), APSET (Management).

RESEARCH, TEACHING, or OTHER INTERESTS

Business and International Management, Business, Management and Accounting, General Economics, Econometrics and Finance
6

Scopus Publications

475

Scholar Citations

8

Scholar h-index

8

Scholar i10-index

Scopus Publications

  • Application of Artificial Intelligence in Business Management for Prudent Decision Making
    Syed Tabassum Sultana, T. Venkat Narayana Rao
    Artificial Intelligence Enabled Businesses how to Develop Strategies for Innovation, 2025
    In business decisions, artificial intelligence (AI) has been set out to attain better consumer experience, competent supply chain management, better-equipped effectiveness, and reduced team size. The chief goal of using AI is to design prudent and reliable product value control and deploy novel ways of providing good service to customers whilst maintaining lower costs. In AI, machine and deep learning are two verticals and prime. Individuals, business houses, and governmental organizations employ AI models to predict, discover from data, and make appropriate decisions. With the advent of AI, various new models help organizations in offering better customer support and service for customer satisfaction for diverse issues in unusual dimensions by integrating conventional business processes and emerging intelligent models with improved decision-making. This chapter discusses AI tools and their applications in functional areas of business and industries, which include corporate management, e-commerce, and finance. Sales growth, sales forecast, security, fraud detection, profit maximization, inventory management, and portfolio management are some of the major areas in which AI can be applied in decision-making. This study further focuses on AI-based tools that can be employed to empower individuals, corporations, and industrial businesses in all decision-making aspects.
  • Role of AI- Powered CRM in Business
    Syed Tabassum Sultana, T Venkat Narayana Rao
    Managing Customer Centric Strategies in the Digital Landscape, 2024
    Customer Relationship Management (CRM) involves a range of approaches and technologies employed by businesses to evaluate customer interactions and information across the entire customer journey. Its primary objective is to enhance customer service, bolster customer loyalty, and stimulate sales expansion. CRM platforms aggregate customer data from various points and channels, company's website, phone calls, live chat, mailings, promotional materials, and social media platforms. CRM systems equip frontline staff with comprehensive insights into personal details, purchasing patterns, preferences, empowering them to better serve customers. The current chapter introduces the CRM systems and components of CRM. AI powered CRM uses components such as Marketing, Sales automation so as increase the business productivity, reduce the customer churn by increasing customer loyalty. Section two of the chapter discusses various types of CRM Technology. Section 3 discusses how CRM changes the business. In the last section the benefits and challenges of AI powered CRM are discussed.
  • Applications of IoT-Enabled Systems in Healthcare Industry
    T. Venkat Narayana Rao, S. Tabassum Sultana
    Internet of Things Based Machine Learning in Healthcare Technology and Applications, 2024
    IoT (Internet of Things) technology is being increasingly adopted in the healthcare industry to improve patient care and streamline operations. IoT devices, such as wearable sensors and smart devices, can collect and transmit patient data in realtime to healthcare providers, enabling them to make more informed decisions about patient care. This allows healthcare providers to closely monitor patients, even when they are not in the hospital. Another area of IoT application in healthcare is the use of smart devices to improve the efficiency of healthcare operations. Additionally, IoT technology can be used to automate the scheduling of appointments and the management of patient records, reducing the administrative burden on healthcare providers. Finally, IoT technology can also be used to improve the patient experience. For example, IoT-enabled devices can be used to provide patients with real-time information about wait times and the status of their treatment. This chapter additionally offers information to patients with educational materials and other information that can help them better understand their condition with treatment-following options and areas of medical treatment: Increased patient comfort, convenience, and rapid recovery states. Wearable machinery and data ac​cess permit doctors to investigate patients with better precision and offer better-informed medical treatment. This study emphasizes that state-of-the-art technological entities added to the healthcare industry can enable higher levels of patient satisfaction with multifold swift outcomes.
  • IoT in the current times and its prospective advancements
    T. Venkat Narayana Rao, Abhishek Duggirala, Muralidhar Kurni, Syed Tabassum Sultana
    Smart Healthcare System Design Security and Privacy Aspects, 2021
    IoT has opened a huge portal of possibilities where every gadget or thing can be connected on the internet to participate in data exchange. Presently, it is used across a wide spectrum of applications like irrigation and other agricultural activities, retail, healthcare, smart vehicles, and so on. IoT has encountered several drawbacks in terms of security, data storage, and efficiency, which led to several companies thinking twice before incorporating IoT into their projects. Data on the cloud is more often than not compromised, and with the increasing number of users and devices on the internet, data management is inefficient. However, these drawbacks are being rectified as new ways of using IoT are taking shape. In the coming decades, the world awaits several advancements that will gracefully improve the existing systems; for instance, the introduction of edge computing will transubstantiate cloud computing by minimizing the technicalities, hence maintaining data privacy rightful usage of bandwidth. The future of IoT is quite promising, what with its growing popularity and consistent improvement, it's destined to pave a new way of technological development. This chapter focuses on the current trends in IoT, its limitations, and the scope for future advancements.
  • The Effect of Macroeconomic Factors on Indian Stock Market: An Empirical Evidence
    Syed Tabassum Sultana, Kuchuri Sneha Reddy
    Fiib Business Review, 2017
  • An Investigation of Relation between Risk Tolerance and Demographic, Socioeconomic Characteristics of Indian Individual Equity Investors
    Syed Tabassum Sultana, S. Pardhasaradhi
    Fiib Business Review, 2015
    The current empirical study is designed to determine the financial risk tolerance level of Indian individual equity investors and discover the relationship between investors’ demographic & socioeconomic characteristics and financial risk tolerance level, and also analyze the impact it can have on the investors using Multi Regression statistical technique. The research concludes that investors’ Age, Education level, Income/Earnings, Number of Dependents of the investor, Number of companies in which investor has invested and Experience of the investor in equity investments, number of Sources of information, Portfolio size are able to influence the Risk Tolerance of the individual equity investors. Whereas Gender, Marital status and Occupation are not influencing the risk tolerance level of the individual equity investors. The findings of the study could be used by the investment product designers to design financial products which can cater to the individual equity investors’ requirements.

RECENT SCHOLAR PUBLICATIONS

  • Application of Artificial Intelligence in Business Management for Prudent Decision Making
    ST Sultana, TVN Rao
    Artificial Intelligence‐Enabled Businesses: How to Develop Strategies for … , 2025
    2025
    Citations: 3
  • Role of AI-powered CRM in business
    ST Sultana, TVN Rao
    Managing Customer-Centric Strategies in the Digital Landscape, 223-254 , 2025
    2025
    Citations: 16
  • Applications of IoT-enabled systems in healthcare industry
    TVN Rao, ST Sultana
    Internet of Things-Based Machine Learning in Healthcare, 147-165 , 2024
    2024
    Citations: 2
  • IoT in the Current Times and its Prospective Advancements
    TVN Rao, A Duggirala, M Kurni, ST Sultana
    Smart Healthcare System Design: Security and Privacy Aspects, 265-280 , 2022
    2022
    Citations: 1
  • Macroeconomic Factors effect on Foreign Exchange Rate - An Empirical Evidence
    ST Sultana
    Quest – Journal of Management and Research 19 (1) , 2019
    2019
  • An Analysis of Financial Ratios Impact on Profitability of Select Automobile Companies in India
    ST Sultana
    International Journal of Advances in Management, Technology and Engineering … , 2018
    2018
  • Means to lessen disengagement of learners in e-learning environments
    T Rao, S Kaur, S Sultana
    2018
  • Enabling and integrating technology with personalized learning
    TVN Rao, C Sankoju, ST Sultana
    Digital technologies and instructional design for personalized learning, 275-286 , 2018
    2018
    Citations: 1
  • Status Quo Bias Effect on Investment Decisions of Indian Individual Equity Investors – An Empirical Analysis
    ST Sultana
    Osmania Journal of Management. 11 (1) , 2017
    2017
  • Impact of Merger of Bharat Overseas Bank on the Financial Performance of Indian Overseas Bank- A Case Analysis
    ST Sultana
    AIRO International Research Journal 9 (1) , 2017
    2017
  • An Analytical Study on Impact of Employee Engagement on Job Performance with reference to IT Industry
    ST Sultana
    Quest – Journal of Management and Research 8 (1) , 2017
    2017
  • The effect of macroeconomic factors on Indian stock market: An empirical evidence
    ST Sultana, KS Reddy
    FIIB Business Review 6 (1), 68-76 , 2017
    2017
    Citations: 14
  • An Empirical Analysis of Macroeconomic Determinants of Foreign Direct Investment Inflows to India.
    ST Sultana
    Productivity 57 (3) , 2016
    2016
    Citations: 16
  • An Empirical Analysis of Optimism Bias Effect on Investment Decisions of Indian Equity Investors
    ST Sultana
    2016
  • Impact of Financial Ratios on Profitability- An Analysis of Select Pharmaceutical Companies in India
    ST Sultana
    International Journal of Management and Development Studies 6 (6) , 2016
    2016
  • An investigation of relation between risk tolerance and demographic, socioeconomic characteristics of Indian individual equity investors
    ST Sultana, S Pardhasaradhi
    FIIB Business Review 4 (4), 52-63 , 2015
    2015
    Citations: 4
  • Employee Motivation and Its Impact on Job Satisfaction in a Select IT Company in Hyderabad- An Empirical Analysis
    ST Sultana
    Osmania Journal of Management. 11 (4), 114-126 , 2015
    2015
  • An Empirical Analysis of Endowment Bias Effect on Investment Decisions of Indian Investors
    ST Sultana
    International Journal of Scientific Research in Computer Science … , 2015
    2015
  • Loss Aversion Bias Effect on Investment Decisions of Individual Equity Investors-An Empirical Analysis
    ST Sultana, S Pardhasaradhi
    SUMEDHA Journal of Management 3 (4), 150 , 2014
    2014
    Citations: 2
  • Assessment of risk tolerance level of Indian individual equity investors An empirical analysis
    ST Sultana
    JIMS8M: The Journal of Indian Management & Strategy 19 (4) , 2014
    2014

MOST CITED SCHOLAR PUBLICATIONS

  • An empirical analysis of factors influencing Indian individual equity investors' decision making and behavior
    T Sultana
    European Journal of Business and Management , 2012
    2012.0
    Citations: 128
  • An empirical study of Indian individual investors’ behavior
    ST Sultana
    Global journal of finance and management 2 (1), 19-33 , 2010
    2010.0
    Citations: 128
  • Impact of flow of FDI & FII on Indian stock market
    ST Sultana, S Pardhasaradhi
    Finance Research 1 (3), 4-10 , 2012
    2012.0
    Citations: 81
  • Financial performance analysis in Banking sector-A Pre & Post Merger perspective
    VRN Sai, DST Sultan
    International Monthly Refereed Journal of Research In Management … , 2013
    2013.0
    Citations: 40
  • An Empirical Investigation of the Relation between Risk Tolerance and Socioeconomic Characteristics of Individual Investors
    ST Sultana
    Advances In Management 4 (10) , 2011
    2011.0
    Citations: 35
  • Role of AI-powered CRM in business
    ST Sultana, TVN Rao
    Managing Customer-Centric Strategies in the Digital Landscape, 223-254 , 2025
    2025.0
    Citations: 16
  • An Empirical Analysis of Macroeconomic Determinants of Foreign Direct Investment Inflows to India.
    ST Sultana
    Productivity 57 (3) , 2016
    2016.0
    Citations: 16
  • The effect of macroeconomic factors on Indian stock market: An empirical evidence
    ST Sultana, KS Reddy
    FIIB Business Review 6 (1), 68-76 , 2017
    2017.0
    Citations: 14
  • An investigation of relation between risk tolerance and demographic, socioeconomic characteristics of Indian individual equity investors
    ST Sultana, S Pardhasaradhi
    FIIB Business Review 4 (4), 52-63 , 2015
    2015.0
    Citations: 4
  • Application of Artificial Intelligence in Business Management for Prudent Decision Making
    ST Sultana, TVN Rao
    Artificial Intelligence‐Enabled Businesses: How to Develop Strategies for … , 2025
    2025.0
    Citations: 3
  • Applications of IoT-enabled systems in healthcare industry
    TVN Rao, ST Sultana
    Internet of Things-Based Machine Learning in Healthcare, 147-165 , 2024
    2024.0
    Citations: 2
  • Loss Aversion Bias Effect on Investment Decisions of Individual Equity Investors-An Empirical Analysis
    ST Sultana, S Pardhasaradhi
    SUMEDHA Journal of Management 3 (4), 150 , 2014
    2014.0
    Citations: 2
  • Impact of demographics on Retail Investors' Risk tolerance
    ST Sultana
    2010.0
    Citations: 2
  • Pardhasaradhi (2012),“
    ST Syed
    Impact of Flow of FDI & FII on Indian Stock Market”, Finance Research, vol1, 9 , 0
    Citations: 2
  • IoT in the Current Times and its Prospective Advancements
    TVN Rao, A Duggirala, M Kurni, ST Sultana
    Smart Healthcare System Design: Security and Privacy Aspects, 265-280 , 2022
    2022.0
    Citations: 1
  • Enabling and integrating technology with personalized learning
    TVN Rao, C Sankoju, ST Sultana
    Digital technologies and instructional design for personalized learning, 275-286 , 2018
    2018.0
    Citations: 1
  • Macroeconomic Factors effect on Foreign Exchange Rate - An Empirical Evidence
    ST Sultana
    Quest – Journal of Management and Research 19 (1) , 2019
    2019.0
  • An Analysis of Financial Ratios Impact on Profitability of Select Automobile Companies in India
    ST Sultana
    International Journal of Advances in Management, Technology and Engineering … , 2018
    2018.0
  • Means to lessen disengagement of learners in e-learning environments
    T Rao, S Kaur, S Sultana
    2018.0
  • Status Quo Bias Effect on Investment Decisions of Indian Individual Equity Investors – An Empirical Analysis
    ST Sultana
    Osmania Journal of Management. 11 (1) , 2017
    2017.0