Journal of Contemporary Research in Management (JCRM)

Impact of Cryptocurrency on Financial Systems and Economic Stability in India: A Sustainable Financial Innovation Perspective

V. Shiva Sankari, Dr. R. Kavitha — Fri, 26 Dec 2025 00:00:00 +0100

This is a descriptive financial analytics study, which explores analysed data that helps us realise the influence of cryptocurrency on many fronts of the financial system and economic stability in India. Two indices are involved in the analysis: Bitcoin price dynamics and the Global Crypto Adoption Index (2024). The results show that India comes out on top in the world for cryptocurrency adoption and there is a high level of integration of digital assets within its financial ecosystem. Nevertheless, Bitcoin price trend analysis reveals significant volatility that captures the speculative characteristics of cryptocurrency markets and the financial risk involved in them. According to the study, apart from aiding further financial inclusion, greater digital innovation and facilitation in moving towards a technology-driven finance system state, the improved access and efficiencies of cryptocurrency also represent both an opportunity and risk for sustainable finance by impacting positively on accessibility and possibly negatively on economic stability, environmental sustainability and monetary policy. This paper ends by arguing the importance of a regulatory framework that is both innovation-friendly, and balances this with efficiency on the costs involved in technology transfers and investor protection interests.

Patient Relationship Management as a Strategic Capability for Economic Sustainability in Ayurvedic Clinics: A Conceptual Framework

Sam T Mathew, Jose Joy Thoppan — Fri, 26 Dec 2025 00:00:00 +0100

This study examined how Patient Relationship Management contributed to the economic sustainability of independent Ayurvedic clinics operating under resource constraints. A conceptual research design was adopted, focusing on independent Ayurvedic clinics as the setting and using theoretical literature as the basis for analysis rather than an empirical sample. The analysis synthesized Relationship Marketing Theory, the Resource-Based View, Service-Dominant Logic, healthcare service quality literature, and Ayurveda-related healthcare studies to develop a conceptual model and propositions linking Patient Relationship Management with sustainability outcomes. The analysis indicated that relationship-oriented practices, including trust-building, personalized communication, responsiveness, continuity of care, and patient engagement, strengthened patient satisfaction and patient retention. Higher retention was further associated with repeat consultations, referral-driven patient acquisition, and greater revenue stability, indicating a positive pathway toward economic sustainability. The study contributed theoretically by extending customer relationship management thinking to traditional, resource-constrained healthcare and by positioning relationship capital as a strategic capability and potential source of sustainable competitive advantage. Practically, the framework provides guidance for independent Ayurvedic clinics to strengthen patient relationships and improve long-term economic sustainability through relationship-centred managerial practices.

Weaving Quality into Performance: A Deep Dive into TQM Practices among Tamil Nadu’s Manufacturing MSMEs

T. Priyanga — Thu, 25 Dec 2025 00:00:00 +0100

Total Quality Management has emerged as critical strategy for organizational performance improvement, especially for the manufacturing industry. This research analyzes the impact of TQM practices on organizational performance dimensions and the critical challenges in the implementation of TQM among Manufacturing MSMEs (Pump & Motor Industry) in Tamil Nadu. The research is grounded on fundamental TQM dimensions: Leadership, Training, Process Management, Knowledge Management, Strategic Quality Planning, Customer Focus and Supplier Quality Management and their impacts on four measures of performance: Operational Performance, Customer Results, Employee Performance and Financial Performance. Structured questionnaire of Quality Managers and Production Managers was con-ducted among 144 responses from MSMEs in Tamil Nadu. Descriptive statistics, reliability test and regression analysis were performed using Jamovi software. The research findings highlight that Process Management significantly boost Operational Performance, but Training is the negative predictor of Employee Performance. Supplier Quality Management is a prime driver for Financial Performance, but Customer Focus does not have a strong relation-ship with Customer Results, indicating that there might be a stronger role played by external market drivers in customer satisfaction and retention. Despite its contributions, this study has certain limitations including lack of perspectives of other key stakeholders like executives and customers.

The Evolution of Marketing Strategy in the Modern Era

Shalini Suresh Babu — Fri, 26 Dec 2025 00:00:00 +0100

This study examines the evolution of marketing strategy in the modern era, highlighting the transition from traditional approaches to more dynamic, technology-driven practices. Traditional marketing was dependent on one-way communication and mass promotion, whereas modern marketing focuses on customer engagement, personalization, and data-driven decision-making. This article explores key developments such as changing consumer behaviour, the influence of Gen Z, and the growing role of digital platforms, artificial intelligence, and marketing analytics. It also discusses growing strategies including hyperpersonalization, phygital marketing, and meme marketing, supported by real-world examples. AI is used in marketing to collect, process and interpret data, to guide strategic business decisions and Machine Learning to deliver consumer insights and automate critical marketing decisions. In addition, the study also addresses the increasing importance of ethical, sustainable, and privacy-focused marketing in building consumer’s trust. The findings suggest that modern marketing strategies are becoming more adaptive, customer-centric, and technology-enabled. To remain competitive, businesses must continuously innovate and align their strategies with evolving consumer’s expectations and digital trends.

Digital Transformation and E-Commerce Adoption Among SMEs in Coimbatore District

Dr. Prema. P, Dr. Ramya.T — Fri, 26 Dec 2025 00:00:00 +0100

Digital transformation has fundamentally reshaped business models, market structures, and value creation processes across global economies. In India, the rapid expansion of digital infrastructure, increasing internet penetration, and the growth of e-commerce platforms have created new opportunities for small and medium enterprises (SMEs), particularly in tier-II industrial cities. Coimbatore, a major industrial and commercial hub of Tamil Nadu, has witnessed a significant shift toward digital commerce among local enterprises. This study examines the extent of digital transformation in e-commerce adoption and its impact on business performance, market reach, and sustainable livelihood outcomes among SMEs and retailers operating in Coimbatore district. A mixed-method research design was employed to address the study objectives. Quantitative data were collected through a structured survey administered to 120 SME owners and retailers across key sectors such as textiles, engineering, manufacturing, and services. Qualitative insights were obtained through in-depth interviews with 15 entrepreneurs actively engaged in e-commerce activities. The findings indicate that digital transformation has a significant positive influence on revenue growth, operational efficiency, customer engagement, and income stability. E-commerce adoption enabled enterprises to expand beyond local markets, enhance business resilience, and generate employment opportunities. However, the study also identifies critical challenges, including digital skill gaps, infrastructure constraints, cybersecurity concerns, and increasing dependence on digital platforms, which hinder the full realization of digital benefits. The study contributes sector-specific empirical evidence from textile SMEs in Coimbatore district and extends the literature on digital transformation, e-commerce adoption, and sustainable business growth in tier-II industrial regions.