Sumesh S. Dadwal – författare

Market Grooming: The Dark Side of AI Marketing marks a paradigm shift in the field of marketing. This thought-provoking scholarly work examines how customers, markets and communities are groomed, socially conditioned, subliminally marketed to, and influenced by the use of AI technologies.This comprehensive collection of research articles covers various aspects of AI and its impact on marketing, consumer behavior, and market grooming. It delves into the views and attitudes of consumers in the AI era, as well as the negotiation tactics and misbehaviors observed in digital AI marketing. The impact of AI, machine learning, and the Internet of Things on business and marketing models is thoroughly explored, including both positive and negative effects on individuals, communities, and different domains like social, politico-legal, and ethical spheres. The collection further examines customer relationships management (CRM) and the consequences of AI implementation in marketing and market grooming, highlighting the need for anti-data mining practices. Lastly, it addresses the challenges, concerns, and strategic directions for achieving ethic-socio-sustainable marketing using technology, especially in the context of Industry 5.0.With contributions from experts in universities and institutions worldwide, this work offers valuable insights for regulators, marketers, governments, and communities in navigating the ever-evolving landscape of AI-driven marketing and market grooming.

Digital transformation in organisations can improve business agility, operational efficiency, customer service, and contribute to sustainability initiatives. Digital transformation isn’t always easy to implement; organisations can experience resistance to change and a lack of skilled employees.While there is extensive research on digital transformation, there is a lack of research that focuses specifically on emerging markets. Digital Transformation for Business Sustainability and Growth in Emerging Markets explores the rich context of emerging markets, which present unique challenges for digital transformation, including cultural differences, limited access to technology, and regulatory hurdles in emerging markets. The book includes topics like Turbo boosting, industry 4.0, quantum, computing, Generative AI Adoption Sustainable Digitalisation etc and their role in sustainability of the business.Digital Transformation for Business Sustainability and Growth in Emerging Markets addresses the challenges and opportunities afforded by digital transformations to help businesses build a clear strategy, invest in building digital capabilities, and foster a culture of innovation and continuous improvement.

Some businesses engage in "greenwashing" or "shared washing," creating a misleading eco-friendly image to deceive consumers into thinking their services are environmentally friendly. As people become more aware of their environmental impact, scrutiny of these deceptive practices in the shared economy has increased. This phenomenon skews public perception, making companies seem more environmentally conscious than they actually are.Eco Illusions: Unmasking Greenwashing in the Shared Economy explores the trends, issues, practices, and models of greenwashing within the shared economy. This edited collection examines the strategic and operational tactics that companies use to promote misleading environmental claims and create eco-friendly images that may not reflect reality. Authors analyse how shared economy businesses employ greenwashing strategies to present themselves as environmentally conscious, even when their actions contradict their claims. The collection provides recommendations for establishing credible Environmental, Social, and Governance (ESG) standards and legal regulations. It also offers practical advice to stakeholders on how to verify green claims and encourages companies to adopt ethical practices and greater transparency in their operations.By equipping readers with knowledge and practical tools to identify misleading environmental claims, Eco Illusions empowers stakeholders to advocate for more authentic and transparent business practices in the shared economy.