Chapters authored
Neuromarketing: The New Dawn and Disruption in Marketing Research
The 21st Century is termed as the ‘Century of the Brain’ and the ‘Human Brain’ has 100 billion neurons and each neuron is connected to 10000 other neurons. ‘Meme’ is a unit of information that is stored in the brain and these units are effective at influencing a person who is making choices and decisions within 2.6 seconds. The ‘Neuromarketing’ is emerged from the realms of ‘Neuro Science’ as a new dawn and digi-driven disruption in the arena of ‘Marketing Research’ that studies the cognitive and emotional brain responses to marketing stimuli. The ‘Consumer Neuro Science’ by instigating brain wave tools figuring out what customers’ thoughts and brain responses are towards a product, service, advertisement, or even packaging. Neuromarketing mapping the activities in specific regional strata of the brain, capturing and predicting the psychological as well as physiological behavioral changes of buyers and/or consumers at a point-of-sale. The chapter intends to present the conceptual focus of ‘Buying Brain’ viz., Neuro Marketing, the role of ‘Memes’ in buying decisions, besides the tools and techniques adopted in persuading Buyers as Consumers and/or Prosumers that remain unearthed and unexplored.
Part of the book: The Science of Emotional Intelligence
AI-Powered HCM: The Analytics and Augmentations
Artificial intelligence (AI) is seemingly everywhere, red-hot right now, livewire and livelihood for everyone contributing $15 trillion to the World Economy and amplifying Society (Humans 2.O), auguring Service (Cyborg Concierge) and augmenting Management (C-Suite). The waning of ‘Enterprise Technologies’ (R/3 Legacy Systems) and waxing of ‘Dynamic Technologies’ viz., Artificial Intelligence (AI), Deep Learning (DL) and Machine Learning (ML) reshaped, redefined and rewrite the concept of ‘Human Capital Management (HCM)’. The ‘Human Capital’ has always been a top challenge and ‘Human Talents’ are ever scarce resources even today. The Human Capital Management (HCM) and Human Capital Intelligence (HCI) emerged as ‘Natural Intelligence Science’ for Chief Human Resources Officer (CHRO). The HCM Functions have been augmenting, ‘app’ified (an application form) a nerve in a large, diagnosing and detecting problems, proposing the promising solutions. AI-powered HCM embedded into the workplace and transformed the workforce from doing digital to being digital, from centre driven to human-centric, from compliance and control to trust and empowerment. In dictum, AI and ML will be ‘Bright and Shiny Objects’ in the future reinventing Employee Workforce Analytics and redefining Employee Interface (EI) and refining Employee Experience (EX).
Part of the book: Beyond Human Resources