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Original Article
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Unveiling Critical Success Factors for Marketing Intelligence : A Multi-Method Framework
Sushant Kumar Vishnoi, Vikram Kumar Sharma, Suman Kalyan Ghosh, Smriti Mathur, Saurabh Mittal, Rashi Singhal, Parul Agarwal, Aditi Jain
· pp. 8–38
DOI: 10.17010/pijom/2026/v19i5/174928
Purpose : The purpose of this study was to identify, structure, and examine the causal dominance of critical success factors underlying marketing intelligence using a multi-method analytical framework. Methodology : With reference to the growing importance of marketing intelligence for …
Keywords:
marketing intelligence, critical success factors, fuzzy DEMATEL, principal component analysis
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Original Article
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Tracking Turbulence : High-Frequency Evidence on Oil-Driven Market Volatility in India
Haseen Ahmed, Naushad Alam, Kavita Berwal
· pp. 39–55
DOI: 10.17010/pijom/2026/v19i5/174598
Purpose : The paper explored the time-varying interconnectedness among the Brent crude oil, Indian Rupee, and Nifty50 using the high-frequency data during the Ukraine crisis. Methodology : The study applied the Dynamic Johansen Cointegration, Wavelet Coherency, and Markov Regime-Switching GARCH …
Keywords:
oil prices, exchange rate, Indian stock market, wavelet coherency, Markov regime-switching GARCH, high-frequency data, financial volatility
03
Original Article
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Efficiency–Resilience Analysis of Indian Public Sector Banks
Anmol Preet, Ajay Khurana
· pp. 56–74
DOI: 10.17010/pijom/2026/v19i5/174600
Purpose : This research assessed the technical efficiency (TE) and resilience of the key Indian public sector banks under normal and abnormal circumstances. Design/Methodology/Approach : The study is an empirical quantitative research using secondary data from 2012 to 2023. We …
Keywords:
public sector banks, technical efficiency, data envelopment analysis, banking resilience, economic shocks
04
Original Article
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Job Demands and Stress Resilience of Gig Workforce : Implications for Performance and Burnout
Nisha Sharma, Pooja Tiwari, Samarth Sharma
· pp. 75–99
DOI: 10.17010/pijom/2026/v19i5/175075
Purpose : This study explored the factors affecting gig workers in developing economies by focusing on stress resilience, mental health, and work performance of gig workers. Methodology : The study adopted a quantitative, explanatory research design employing purposive sampling. A …
Keywords:
gig work, burnout, job demands, work engagement, job performance, stress resilience
