Journal of Advanced Research in Operational and Marketing Management

The Narrative Architecture of Commerce: A Structural Model of Storytelling-Induced Engagement and Purchase Intention in the Digital Age

Ms. Nirali R. Shah, Dr. Jaygiri Goswami — Fri, 03 Apr 2026 00:00:00 +0000

The digital marketing landscape of 2025 is defined by an overwhelming saturation of information, where traditional promotional strategies encounter cognitive resistance. This research investigates "Storytelling as a Strategic Marketing Tool", proposing a structural model that delineates the pathways from narrative exposure to purchase intention. It prioritises a qualitative-dominant mixed-methods design, utilising narrative transportation theory to explore the "why" behind consumer behaviour. The research follows a purposive sampling approach aimed at meaning saturation, validated by Partial Least Squares Structural Equation Modelling (PLS-SEM) to confirm behavioural paths. Findings indicate that character-driven narratives and "story-doing" significantly bypass scepticism by establishing emotional resonance and radical authenticity. The data analysis integrates thematic clusters with inter-rater reliability checks and model fit indices that exceed standard thresholds. Results demonstrate that perceived authenticity is the strongest predictor of intention. The study concludes that strategic marketing in 2026 must transition toward generative, personalised media and purpose-driven experiences to foster long-term loyalty.

Understanding the Role of Transfer Pricing in Multinational Corporate Tax Avoidance: Challenges and Policy Implications

Mbonigaba Celestin , Shila Mishra , Anjay Kumar Mishra — Thu, 19 Mar 2026 00:00:00 +0000

Abstract

The globalisation of business has intensified the use of transfer pricing by multinational corporations (MNCs) as a tool for profit allocation, often leading to tax avoidance. This study examines the role of transfer pricing in multinational corporate tax avoidance, highlighting challenges and policy implications. The research aims to assess key transfer pricing strategies, evaluate regulatory frameworks from 2020 to 2024, and analyse their impact on corporate tax compliance. A mixed-method approach was applied, combining qualitative analysis of policy documents and quantitative statistical modelling. Findings reveal a strong correlation (0.9976) between reported and actual tax payments post-regulatory adjustments, confirming that transfer pricing remains a critical mechanism for tax minimisation. Regression analysis (R² = 0.955) demonstrates that regulatory effectiveness and compliance costs significantly influence actual tax payments. The study also identifies industry-specific transfer pricing margins, with the technology sector (14.0%) and pharmaceuticals (11.5%) showing the highest profit-shifting tendencies. Despite stricter regulations, compliance costs per MNC rose from $2.0M in 2020 to $3.0M in 2024, reinforcing the burden of enforcement. The study concludes that enhanced global tax coordination, stricter documentation requirements, and digital reporting mandates are vital in curbing tax avoidance. It recommends increased international collaboration, real-time tax monitoring, and sector-specific tax policies to mitigate tax base erosion while maintaining a fair corporate tax environment.

How to cite this article:
Celestin M, Mishra S, Mishra A K, Understanding the Role of Transfer Pricing in Multinational Corporate Tax Avoidance: Challenges and Policy Implications. J Adv Res Oper Markt Mgmt 2026; 9(1): 33-45.

DOI: https://doi.org/10.24321/2582.5399.202604

SME Performance and Tourism Development: An Empirical Study with Special Reference to Coastal Karnataka

Dr. Savitha — Mon, 30 Mar 2026 00:00:00 +0000

Small and Medium Enterprises (SMEs) are widely acknowledged as engines of economic growth, particularly in developing economies like India. In the tourism sector, SMEs play a crucial role in employment generation, regional development, entrepreneurial growth, and sustainable destination management. This study examines the relationship between SME performance and tourism development with special reference to Coastal Karnataka. The research explores how entrepreneurial attitude, management capability, tourism promotion, and local community perception influence SME performance and overall tourism growth. Using primary data collected from SMEs, tourists, and local residents, the study analyses the direct and indirect relationships between SME performance, economic development, tourist satisfaction, and local socio-cultural outcomes. The findings reveal that enhanced SME performance significantly contributes to economic growth and sustainable tourism development. However, internal and external challenges limit their potential impact. The study provides policy recommendations for strengthening SMEs to promote inclusive and sustainable tourism development.

Evaluating the Relationship Between Working Capital Management and Profitability: Insights from Nepal

Anjay Kumar Mishra, Abdul Rahman — Wed, 24 Dec 2025 00:00:00 +0000

Working capital management plays a vital role in determining a company's profitability. Properly managing the components of working capital, such as inventory, receivables, and payables, helps firms optimise cash flow, reduce financing costs, and improve operational efficiency. Based on this understanding, the present study investigates the relationship between working capital management and profitability in selected companies in Nepal. The study uses widely accepted measures of working capital management, including the average inventory turnover period, average receivables collection period, average payment period, and the cash conversion cycle. To provide a comprehensive analysis, both statistical and descriptive methods are applied to examine the data. Analyses are conducted at two levels: aggregate, which considers the overall working capital management, and disaggregate, which examines individual components separately. The process produces mixed results. While most individual components show a positive impact on profitability, in one case, no significant association is found. In difference, the aggregate analysis indicates a strong negative and significant relationship between overall working capital management and profitability. Further exploration of the individual elements of working capital reveals that most components, such as inventory management and payment period, have a robust positive effect on profitability. The analysis found a strong negative correlation between the Working Capital Ratio (WCR) and profitability for BNBL (r = –0.909). The exception is the average receivables collection period, which shows a weak statistical association with profitability. These findings suggest that while efficient working capital management generally enhances profitability, the impact of specific components can vary. Overall, the study emphasises the importance of a balanced approach to managing working capital to ensure sustainable financial performance in Nepalese public listed companies.

Risk-return relationship in India’s mutual fund market: an exploration along capital asset pricing model

Fida Muneer, Dr. Narayanan. P, Dr. Sreeja. K, N.Karunakaran — Sat, 21 Feb 2026 00:00:00 +0000

The mutual fund industry has emerged as a significant component of India’s financial system, reflecting increasing investor participation and deepening capital markets. This study examines the growth trends, performance behaviour, and risk–return dynamics of selected mutual funds in India over the period 2016–2025, with particular emphasis on testing the validity of the Capital Asset Pricing Model (CAPM). The analysis is based entirely on secondary data comprising Assets Under Management (AUM) and daily Net Asset Values (NAVs) of 30 selected mutual funds across equity, sectoral, thematic, and debt categories. Monthly returns and risk measures were analysed using time-series regression and ordinary least squares (OLS) estimation. The results indicate a strong and statistically significant growth trend in the Indian mutual fund industry, despite short-term disruptions. The performance trend analysis reveals limited evidence of return persistence over time. The risk–return analysis provides substantial empirical support for the CAPM in the case of equity-orientated mutual funds, including small-cap, mid-cap, large-cap, sectoral, and thematic schemes, where market risk is positively and significantly priced. In contrast, debt-orientated mutual funds exhibit weak conformity to the CAPM, reflecting the dominance of interest rate and credit risk factors. The findings contribute to the empirical literature on mutual fund performance and asset pricing in emerging markets.

Public Trust and Attitude towards Green Marketing Strategies in Northern Kerala

Dr. V. Vijayakumar , Dr. P. K. Retheesh , N.Karunakaran — Sat, 21 Feb 2026 00:00:00 +0000

This research explores the trust and attitudes of consumers towards green marketing strategies implemented by companies in Northern Kerala, specifically focusing on the districts of Kasaragod, Kannur, Wayanad, and Kozhikode. Green marketing refers to the promotion of environmentally friendly products and services and has gained increased relevance in the context of rising global awareness about sustainability and ecological conservation. The core objective of the study is to assess public perception of green marketing initiatives, evaluate their level of awareness about green products, analyse consumer purchasing behaviour, and examine their willingness to pay a premium for such products. To achieve these objectives, primary data was collected from 200 respondents through a structured questionnaire comprising both closed and open-ended questions. The sample was carefully designed to include diverse age groups, educational levels, occupations, and a balanced mix of urban and rural populations across the selected districts. Additionally, secondary data from academic journals, articles, and online resources was used to support the analysis. The findings indicate that while approximately 78% of respondents were aware of green marketing, only 64% had actually purchased green products, and among them, just 41% reported high satisfaction. Price sensitivity emerged as a significant deterrent, with 52% of non-buyers citing high prices as a reason for avoiding green products. Although 49% of respondents expressed willingness to pay more, their motivation was driven more by concerns for environmental protection and personal well-being than by brand loyalty. The study concludes that while there is a fair level of awareness and a generally favourable attitude towards green marketing in Northern Kerala, consumer trust remains tentative due to scepticism about companies’ green claims and the premium pricing of such products. Limited product knowledge and inadequate communication about the long-term benefits of green alternatives further restrict consumer participation. The paper recommends that companies invest in transparent marketing practices and educational campaigns to build credibility. Moreover, policy interventions such as subsidies or tax incentives could help make green products more affordable and accessible. A joint effort from businesses, government bodies, and civil society is essential to foster a strong green marketing ecosystem and encourage sustainable consumer behaviour across the region.