This article explores the integration of artificial intelligence (AI) and big data in marketing, emphasizing transformative impacts, benefits (for example, real-time personalization), challenges (for example, biases and data privacy), and the evolving dynamics of human–AI cooperation.

Globalization has caused blurred international boundaries. On one hand, there is an open market for companies to seek talent on the other hand for employees a wide array of choices to work with, all because of globalization. But such types of open and globalized market exposes the firms to the challenges occurring in the prominent field of human resource. This paper is an attempt in understanding and analyzing the challenges existing and affecting the functioning of HRM while a company operates on global platform. The major encounters and worries of HR team, and the responses that HR managers need to make to such challenges with their increasing responsibilities in the globalized environment, have also been discussed in this paper. This is a communication and cross sectional study based on descriptive arguments and analytical logic developed through the responses received from HR teams of companies belonging to different sectors. Effective leadership, managing diverse workforce, role of technology in HR functions like recruitment and selection, legal and political aspects, skill management, global mindset are some of the jostling issues encountered by human resource function in the retro of globalization.

The global markets have witnessed major shifts in the consumers’ behavior that have been much influenced by the change of technology, innovation, research and development. The consumer’s needs thus dynamically change in order to respond to the change in the social and business environment. The corporate and business strategies of companies thus being developed in the light of capitalizing the potential from the markets but however, how the customers would react to the products and services of companies in new and existing markets remain the major question. Customers belonging to different age groups flock towards these outlets to satisfy their taste buds and hedonistic needs. Out of all the age groups, the youngsters are considered to be the primary target by the fast food service industry. Hence, these fast food services try to lure its customers through sensory appeals. It is well known that organized fast food services have already made their presence felt in a big way in almost all the major cities of India. The fast food outlets attract customers with their blend of tasty food, Quality of food served, efficient service, the appearance of staff, décor, general excitement a place generates and other aesthetic appeals. Organized as well as unorganized fast food service is a very fast growing industry in India especially in urban areas. The aim of this study is to investigate the factors that are influencing consumer behavior towards fast food joints present in unorganised form in India. It further aims to examine major growth drivers of fast food services in the market and the demographic profile of consumers of fast food services. This study aims to analyze that amount spent per visit to a fast food joint relates to the occupations and the income of customers. And the frequency of visiting fast food joints and preparation served at fast food joints are whether influenced by the dietary preference of customers. Organizations must analyze the consumer behavior which is largely influenced by number of socio-cultural, demographic and psychological factors. To differentiate itself from others in the market is the core purpose of organizations and to achieve this, an all-inclusive approach is essential to integrate all the crucial yet important factors that could improve the overall business strategy. Fast food joints realize the importance of factors that influence and affect the customer behavior and the potential of customer loyalty program in order to improve their brand image and company identity in the consumer market. Key Words: consumer behavior, business strategies, socio-cultural factors, psychological factors, sensory appeals, demographic factors

The luxury hospitality industry has seen rapid growth in the past years, although many luxury hotels are already adopting sustainable practices today more hotels need to develop sustainable practices to adopt in their core operations due to the increasing concerns about their industry's impact on the environment and climate changes. A critical review of existing literature for this paper elucidates the sustainable practices currently adopted by leading luxury hotels in the UAE. Furthermore, the review of the literature reveals all the trends, obstacles, and opportunities facing the luxury hotel industry in matters of sustainability. This paper discusses the key environmental, social, and financial benefits of incorporating sustainability into the operations of luxury hotels and analyses the impact of sustainability on luxury hospitality branding by understanding the benefits and value of adopting environmentally friendly practices on brand image.