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Research Article
Charting the Transition from Global Service Provider to Product Powerhouse
Partha Majumdar*
Issue:
Volume 14, Issue 5, October 2025
Pages:
179-193
Received:
13 September 2025
Accepted:
23 September 2025
Published:
18 October 2025
Abstract: This report examines the strategic crossroads facing India's IT sector, which has achieved remarkable success as a global service provider but lags in software product development. Despite projected revenues exceeding US$283 billion in FY25, the sector's reliance on a services-based business model, characterised by resource augmentation and labour arbitrage, creates a significant strategic imbalance. While this model has fuelled substantial economic growth and employment, it has hindered the creation of globally recognised software products. However, India's near-parity in next-generation technologies, particularly AI, coupled with a burgeoning domestic startup ecosystem and supportive government policies, presents a strategic inflexion point. The report argues that transitioning to a product-led growth model is no longer optional but essential for long-term success. A detailed strategic roadmap is proposed, encompassing internal incubation, strategic acquisitions, corporate venture capital, and a fundamental reimagining of talent management. High-potential deep tech domains—including industrial intelligence powered by Deep Reinforcement Learning, high-trust systems integrating AI and Blockchain, next-generation cybersecurity platforms, and AI integration in the defence sector—are identified as areas where India can build world-class products. The report concludes that this shift from service provider to intellectual property creator is not just a corporate imperative but a national economic necessity to establish India as a true 21st-century digital powerhouse.
Abstract: This report examines the strategic crossroads facing India's IT sector, which has achieved remarkable success as a global service provider but lags in software product development. Despite projected revenues exceeding US$283 billion in FY25, the sector's reliance on a services-based business model, characterised by resource augmentation and labour ...
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Research Article
Bridging the Perception Gap: An Investigation into Consumer Trust and Brand Value in India's Influencer Ecosystem
Anmol Bansal*
Issue:
Volume 14, Issue 5, October 2025
Pages:
194-210
Received:
12 September 2025
Accepted:
26 September 2025
Published:
27 October 2025
DOI:
10.11648/j.ijber.20251405.12
Downloads:
Views:
Abstract: This research investigates the complex dynamics of the influencer marketing ecosystem in India, focusing on the alignment and divergence between consumer trust, influencer strategies, and brand expectations. Through a quantitative analysis of 250 respondents, comprising 239 consumers and 21 influencers, this study examines the critical factors that shape audience perception, purchasing behavior, and platform engagement. The findings reveal a significant disconnect between the values prioritized by consumers and the metrics valued by brands. Consumers predicate their trust on perceived authenticity, personal connection, and relatable content, whereas brands are perceived to prioritize performance, reach, and content quality defined by engagement metrics. This core conflict is the primary driver of trust, particularly when content becomes overly commercialized or scripted. The study confirms a strong inverse correlation between consumer age and susceptibility to influencer persuasion, with younger demographics being most receptive. A notable "platform generation gap" is identified, with YouTube and Instagram showing universal appeal, while Facebook and X (formerly Twitter) exhibit highly age-segregated user bases. Analysis of purchasing behavior indicates that influencer recommendations are most effective for lifestyle-oriented categories such as fashion, electronics, and beauty, which are conducive to visual demonstration. Ultimately, this paper argues that the long-term sustainability of influencer marketing depends on bridging the gap between consumer expectations and creator strategies. It concludes that a strategic shift towards prioritizing authenticity over purely performance-based metrics, coupled with data-informed, age-tailored platform selection, is essential for maintaining audience trust and ensuring the continued efficacy of this marketing channel.
Abstract: This research investigates the complex dynamics of the influencer marketing ecosystem in India, focusing on the alignment and divergence between consumer trust, influencer strategies, and brand expectations. Through a quantitative analysis of 250 respondents, comprising 239 consumers and 21 influencers, this study examines the critical factors that...
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Research Article
Digital Transformation and SME Growth: Understanding the Role of E-Commerce Awareness and Technology Adoption
Issue:
Volume 14, Issue 5, October 2025
Pages:
211-224
Received:
6 September 2025
Accepted:
4 October 2025
Published:
30 October 2025
DOI:
10.11648/j.ijber.20251405.13
Downloads:
Views:
Abstract: Small and medium-sized enterprises (SMEs) are critical to Kenya’s economy, representing 98% of all businesses and contributing 33.8% to GDP. Despite this, many rural SMEs face persistent challenges, including limited market access, inadequate financing, and slow adoption of digital technologies. This study examined the determinants of adopting multiple digital payment methods among SMEs in Kisii and Nyamira Counties, with a focus on digital transformation strategies and e-commerce awareness. A mixed-methods exploratory design was employed. In the qualitative phase, interviews and focus group discussions were conducted to inform the development of a digital platform prototype. In the quantitative phase, survey data were collected from 104 SMEs, and chi-square tests and logistic regression analyses were applied to identify factors influencing digital payment adoption. The findings revealed that type of business, business location, and e-commerce awareness were significantly associated with adoption of multiple digital payment systems, with e-commerce awareness emerging as the strongest predictor (p < 0.001). Demographic characteristics such as age, gender, and capital base were not statistically significant. The results highlight that SMEs with higher e-commerce awareness are more likely to embrace diversified payment methods, suggesting that digital market knowledge is a key enabler of broader technological adoption. The study concludes that targeted e-commerce literacy training, improved digital infrastructure, and affordable technology solutions are necessary to strengthen SME digital transformation in rural settings. These interventions can enhance financial inclusion, expand market opportunities, and contribute to sustainable SME growth. The findings provide insights for policymakers, development partners, and SME support organizations seeking to promote inclusive digital economies in Kenya and similar emerging market contexts.
Abstract: Small and medium-sized enterprises (SMEs) are critical to Kenya’s economy, representing 98% of all businesses and contributing 33.8% to GDP. Despite this, many rural SMEs face persistent challenges, including limited market access, inadequate financing, and slow adoption of digital technologies. This study examined the determinants of adopting mult...
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