Strategic Innovation and Sustainable Customer-Centric Growth

Sriram Ananthan, Amit Kohli, Thirupathi Manickam , T. Dhanabalan

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English

Business Science Reference
11 September 2025

Business strategy; Customer services; Sustainability

Strategic innovation and sustainable customer-centric growth drive long-term success in today s evolving business landscape. Organizations that prioritize innovation adapt to changing market demands while ensuring they stay ahead. By placing the customer at the core of their strategies, businesses can create lasting value, build brand loyalty, and drive meaningful growth that balances profitability with long-term sustainability. This approach requires a continuous alignment of innovative efforts with customer needs, emerging technologies, and environmental and social responsibility. The convergence of strategy, innovation, and a customer-centric mindset may build resilient and future-ready organizations. Strategic Innovation and Sustainable Customer-Centric Growth explores how organizations can leverage strategic innovation to develop sustainable, customer-centric business models that drive long-term growth. It examines the integration of customer insights, technological advancements, and sustainability practices into core strategies to create competitive advantage and lasting value. This book covers topics such as business strategy, circular economics, and digital marketing, and is a useful resource for business owners, academicians, researchers, and scientists.

Edited by: Sriram Ananthan, Amit Kohli, Thirupathi Manickam, T. Dhanabalan
Imprint: Business Science Reference
Country of Publication: United States
Dimensions: Height: 254mm, Width: 178mm,
ISBN: 9798337369563
Pages: 356
Publication Date: 11 September 2025
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Active

Sriram Ananthan is a Canadian writer, professor, and entrepreneur, Dr. Sriram Ananthan, has harbored an unwavering desire since his earliest memories – to lead a life brimming with fulfillment and achieve all of his dreams. Even during his formative years, he possessed the foresight that he could attain substantial success. Recognizing that education would be the cornerstone in realizing his aspirations, Dr. Sriram Ananthan pursued a Ph.D. in Marketing Management and holds an MBA. Armed with the knowledge he acquired during his academic pursuits, Sriram secured a position at a bank, where he served as an investment adviser at Royal Bank of Scotland. With over 20 years of industrial experience and a successful business that he has been running since 2009, he excelled in his 9-to-5 role and continued to learn and grow in the field of marketing. However, he sensed that his talents could be more effectively utilized in guiding other professionals towards success. This realization prompted his gradual transition into the role of an entrepreneur. Today, drawing upon over two decades of comprehensive business development experience, Sriram passionately serves as a professor, mentoring young professionals as they embark on their entrepreneurial journeys. Through these interactions, he communicates with and inspires them to toil diligently, amass knowledge, and above all, relentlessly pursue their dreams – just as he has done. In addition to his academic and entrepreneurial pursuits, Dr. Ananthan is the founder of shifttocanada.com, settlen.com, and hightablepublishing.com. He is also a devoted yoga practitioner, enriching his own life through the practice. Furthermore, he is a prolific author, having written over 20 books across various fields, cementing his reputation as a versatile and accomplished writer. Thirupathi Manickam , currently working as an assistant professor in the Department of Professional Studies at Christ University, Bangalore, one of the leading institutions accredited in NIRF, NBA, and NAAC. He has more than 9 years of teaching and Research experience. He has been teaching and guiding the B.Com, B.Com (CA), BBA, and M.Com students in various colleges in Karnataka & Tamil Nadu, like Acharya Bangalore B-School, Sambhram Academy of Management Studies, Acharya Institute of Graduate Studies from Bengaluru & Don Bosco College (Arts & Science), Dharmapuri, Tamil Nadu. He has secured an M.Com (General) & M.Phil from Thiruvalluvar University- Vellore and Ph.D in Alagappa University- Karaikudi in E-Commerce & Digital Payments. He also cleared TN-SET & K-SET eligibility examinations, which are conducted in Tamil Nadu & Karnataka. He was the Resource person in the National level seminar on “Influence of Digital Marketing in Development of Rural Youth” Organised by Don Bosco College, Dharmapuri, Tamil Nadu. He has organised seminars and Workshops on “Entrepreneurial Development, SPSS & AMOS, Plagiarism Free Report Reporting, Report Writing techniques, Environmental Ecosystem, Intellectual Property rights and Business Innovation and Repealed Consumer Protection Act-2019”. His areas of expertise are Financial Accounting, Corporate Accounting, Financial Management, Management Accounting, Taxation, Business Statistics, E-Business, and Computerised Accounting. Research Perspectives He has 170 citations and a 6 h-Index and has published 48 research papers in Scopus, Web of Science, UGC-CARE, and UGC-approved and leading international journals. He has also presented 15 papers at national and international conferences. He has also participated in over 50 seminars, conferences, FDPs & workshops at the National and International Levels. He is a Reviewer in several journals, including Scopus and Web of Science-indexed journals, and an Editor in the “International Journal of Commerce and Management Research”. He is holding a professional membership in the “Education Research and Development Association”. Dr. Dhanabalan Thangam is an accomplished academician and researcher in the field of Marketing and Management, with over a decade of experience spanning teaching, research, and postdoctoral work. He is currently serving as an Associate Professor at Presidency College and Business School, Bengaluru, a position he has held since October 2022. He brings with him over 10 years of research experience, 8 years of teaching, and 2 years of postdoctoral work at Konkuk School of Business in Seoul, South Korea. He has previously worked with reputed institutions such as Acharya Institutes and Alagappa University. Dr. Dhanabalan holds a Ph.D. in Management from Alagappa University and is certified in Digital Marketing. His expertise lies in business administration, research, and statistics, making him a valuable contributor to academic and corporate development alike.