4. Teachers’ & Students’ Publications

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Distributed algorithms for QoS in wireless ad hoc networks under the primary interference model
(IEEE, 2020-08-04) Ganesan, Ashwin
Consider a wireless network consisting of a set of wireless nodes and a set of communication links, where each communication link corresponds to a pair of nodes that are within communication radius of each other. Under the primary interference model, two communication links cannot be active at the same time if they are incident to a common node. This model of interference arises in Bluetooth networks, where transmissions between a master node and slave nodes in a piconet are scheduled by time-division duplexing, and in CDMA systems when each node is equipped with a single transceiver. Each communication link has a certain minimum bandwidth quality-of-service requirement. The admission control problem is to determine whether the network has sufficient resources to satisfy the bandwidth requirements. In this work, distributed algorithms are proposed for this admission control problem, and performance guarantees of these distributed algorithms are given. If each node has knowledge of a certain global parameter, then a distributed algorithm for flow admission control is given which has the same performance as an optimal, centralized algorithm, i.e. the distributed algorithm gives a condition that is both necessary and sufficient for a set of flow rates to be feasible.
Is Diversity a Source of Sustainable Competitive Advantage?
(Apeejay School of Management, 2021-01-01) Panwar, Tapish
Several sources of competitive advantage have been identified by researchers in past. These sources vary from technological advancement to financial might, and design expertise to human resources. Organizations interpret these sources of competitive advantage in their way which helps them earn a unique position against the competition. Lately, the diversity of the workforce which is seen as a component of human resources has been discussed for its ability to differentiate against the competition. While several examples point towards diversity being an advantage for an organization, there is not enough support for the argument that such an advantage is sustainable in nature. Sustainability has been defined as a long-term strategic positioning against the competition based on a stable source of competitive advantage. In this article, we shed light upon the sustainability aspect of diversity as a competitive advantage by citing exhaustive work undertaken by researchers in this area.
Performance analysis of a distributed algorithm for admission control in wireless networks under the 2-hop interference model
(ICDCN, 2021-01-05) Ganesan, Ashwin
A general open problem in networking is: what are the fundamental limits to the performance that is achievable with some given amount of resources? More specifically, if each node in the network has information about only its 1-hop neighborhood, then what are the limits to performance? This problem is considered for wireless networks where each communication link has a minimum bandwidth quality-of-service (QoS) requirement. Links in the same vicinity contend for the shared wireless medium. The conflict graph captures which pairs of links interfere with each other and depends on the MAC protocol. In IEEE 802.11 MAC protocol-based networks, when communication between nodes i and j takes place, the neighbors of both i and j remain silent. This model of interference is called the 2-hop interference model because the distance in the network graph between any two links that can be simultaneously active is at least 2. In the admission control problem studied in the present paper, the objective is to determine, using only localized information, whether a given set of flow rates is feasible. In the present work, a distributed algorithm is proposed for this problem, where each node has information only about its 1-hop neighborhood. The worst-case performance of the distributed algorithm, i.e. the largest factor by which the performance of this distributed algorithm is away from that of an optimal, centralized algorithm, is analyzed. Lower and upper bounds on the suboptimality of the distributed algorithm are obtained, and both bounds are shown to be tight. The exact worst-case performance is obtained for some ring topologies. While distance-d distributed algorithms have been analyzed for the 1-hop interference model, an open problem in the literature is to extend these results to the K-hop interference model, and the present work initiates the generalization to the K-hop interference model.
On some distributed scheduling algorithms for wireless networks with hypergraph interference models
(IEEE, 2021-05-01) Ganesan, Ashwin
It is shown that the performance of the maximal scheduling algorithm in wireless ad hoc networks under the hypergraph interference model can be further away from optimal than previously known. The exact worst-case performance of this distributed, greedy scheduling algorithm is analyzed.
Insights into the structure and ionic transport in ‘water-in-bisalt’ electrolytes for lithium-ion batteries
(Royal Society of Chemistry, 2021-07-02) Kartha, Thejus R.
We investigated the dynamics and transport of lithium-ion water-in-bisalt (WiBS) electrolytes that contain lithium bis(trifluorosulfonimide) (LiTFSI) and lithium triflate (LiOTf) at different concentrations and temperatures using classical molecular dynamics simulations. The presented results are helpful to access the advantages of their use as electrolytes in Li-ion batteries. The structural analysis shows that the Li-ions have analogous interactions with the oxygen atoms of TFSI, OTf- and water. The calculated ionic conductivities from the current autocorrelation function are close to the experimental data for all the concentrations except the lowest one, in which case, the correlated conductivity is close to the experiment. However, the Nernst–Einstein route for calculating ionic conductivity overestimates the values by a reasonably high margin. Ion-cage correlation dynamics show increasing ion-cage lifetimes with increasing concentration, which indicates that the Li-ions remain within the anionic cages for a longer time at higher concentrations. At higher temperatures, this lifetime is seen to decrease. The statistics of non-coordinated Li-ions that are free from TFSI- and OTf- support the ion-cage dynamics.
Three-Dimensional Printing of Synthesized Eight Link Gear Variable Topology Mechanism with Fused Deposition Modeling Technique
(HAL Open Science, 2021-08-08) Daivagna, Umesh M.
The paper demonstrates three-dimensional (3D) printing of synthesized mechanism with the aid of fused deposition modeling technique (FDM). The mechanism taken into consideration is eight link gear variable topology mechanism having two degrees of freedom. The over view of synthesized mechanism is dealt with and the determined parameters are considered for printing of the mechanism. Various 3D printing techniques are available and the paper focuses on FDM which appears to the part of additive manufacturing. This process creates an insight to the practical observation of mechanism behavior before proceeding to fabrication.
Insilico Docking Study of Isoxazole Indole Linked Resorcinol Derivatives as Promising Selective Estrogen Receptor Modulators & Anticancer Drugs
(Drug Research, 2022) Khare, Aradhana
Overcoming Pedagogical Challenges in Product Design Education during the Pandemic
(INTERNATIONAL DESIGN CONFERENCE – DESIGN, 2022) Shrivastav, Shamit
Service Design Approach to Elevate the Patient Experience during Home X-Rays
(INTERNATIONAL DESIGN CONFERENCE – DESIGN, 2022) Shrivastav, Shamit
Post-processing of selective laser melting manufactured SS-304L by laser shock peening
(Journal of Materials Research and Technology, 2022) Shukla, Ashish
Need for Credit Resilience Score in India
(Economic & Political Weekly, 2022) Asbe, Chetana
Customer - Churn Prediction Using Machine Learning
(IEEE 2nd International Conference on Technological Advancements in Computational Sciences, 2022) Agarwal, Varsha
A Study on Corporate Social Responsibility as a Marketing Strategy
(IJARIIT, 2022) Agarwal, Varsha
This research paper provides a detailed review of corporate social responsibility being used as a marketing strategy. We take a look at all those impacted by CSRs, especially customers and employees. Customers tend to be more loyal towards companies which are socially responsible and an organisation performs better and improves their brand image along with goodwill. There has also been a significant increase in the spending of companies for CSR in the last few years. This comes as it positively impacts a company by being a marketing tool. Successful CSR activities affect consumer retention as it strengthens customer relationships and trust.
A Study on negative impact of advertisement on children
(IJARIIT, 2022) Agarwal, Varsha
The purpose of this research is to make a review of the impact of television advertisements on children to understand the potential effect of TV advertising and specific pessimistic view of that exposure to young audiences. The study was conducted by using secondary data. Advertisement is a form of communication. It is about different products, services or ideas to its audiences. This paper deals with the analysis of negative impacts of advertisements on children which are telecasted on the television. In the present scenario TVs play an important role in our daily lives. The impact of advertisements on children is becoming catastrophic day by day. Findings indicated that television is not only providing entertainment, but also force young children to demand for must have items. Earlier, young children were off limits to advertisers and now they directly appeal to them. Advertisements create awareness among children in different aspects like entertainment, culture, news, sports and latest innovations & trends. In spite of this, all of these advertisements create a negative impact on children's minds. The adverse effects on children are interpreting and understanding the message being presented to them wrongfully. Aspects of the impact of TV advertising on children has spoiled their habitual actions, leading to pester, emerge conflicts and animosity in the family, increase the family budget, make demand for less nutritious products linked with obesity and poor health, imitate celebrities etc while it provides limited advantages.This paper deals with its negative effects and how to overcome those effects and provisional measures.
A Study on the Value of promotion in the telecom industry of India
(IJARIIT, 2022) Agarwal, Varsha
(Gaj, 2022) Promotion is a type of marketing communication that is used in many sectors and in a variety of situations to help businesses achieve their goals, including bringing in new customers and retaining existing ones while also fostering customer loyalty. This research study offers a thorough examination of how promotion plays a role in influencing customers in India's evolving telecom market. This study delves further into the various promotional strategies employed by businesses like Airtel, BSNL, Vodafone Idea (VI), and Jio to attract customers and urge them to utilize their telecom services. The research looked at Jio's marketing approach of offering free internet and telecom service for three months after its start, and how this enabled Jio draw in a lot of customers and grow into a significant business following its arrival. The research study also concentrated on the relationship between successful promotion and the development of consumer loyalty and a positive brand image for the business. Therefore, the study looks after the importance of promotion in the telecom industry can lead to a significant change in the buying behavior of the consumers in India and also how it has helped the companies to gain a better position in the market by improving their market share.
Maggi out of a ‘big soup’
(IJARIIT, 2022) Agarwal, Varsha
Maggi as a word, is one that each Indian recognises and maggi as a brand, is one that each Indian loves. Over the years, Maggi Noodles has become an emotion rather than a brand. Bringing back nostalgic memories of childhood and solving instant food problems for all social classes; Maggi Noodles has always been the go to solution. After being the household-favourites for over 32 years, in 2015 was a ban imposed on Nestle’s Maggi Noodles. Combating a long fight was not easy for Maggi, especially as it was in constant public light and there were people protesting. Till date, questions still arise about the health hazards of Maggi and this research has been conducted to understand just how much these questions have impacted consumer buying choices. We have done so by creating a survey asking various questions about the subject's relationship with Maggi, gathering these responses and analysing them. Some of the questions asked were ‘How often do you consume Maggi noodles? ,‘Did you crave Maggi during the Maggi ban?’, ‘Is Maggi a synonym for noodles to you?’ etc. Through this extensive research, we found the answers to our questions and came to realise that even though Maggi has had its fair share of setbacks, it is still the leading instant noodle brand in India and loved by people of all ages alike (Ray, 2016).
The effect of social media marketing on consumer behavior
(IJARIIT, 2022) Agarwal, Varsha
Nearly every industry in India has adopted social media marketing. According to a Goldman Sachs report, the Indian digital marketing business is expected to be worth $160 billion by 2025. Digital marketing is expanding quickly in India as consumers have been inspired to purchase from a new brand after seeing social media images or posts,thus it has been found that 71% consumers are more likely to make a purchase based on social media referrals.Thus it is important for us to understand how social media has influenced consumers purchase behavior. Therefore the research aimed to investigate the factors that influence customer buying decisions through online forms of marketing (social media) by comparing it with offline forms of marketing(billboards),by making use of the advertisements provided by the multinational company Starbucks. The research also aimed to investigate why individuals are more convinced to buy a drink through social media then through offline marketing. The research was conducted on 40 customers of Starbucks in India, Mumbai, most of them being students who follow Starbucks on various social media platforms. Data was collected through an online questionnaire sent through google forms.The results of the research indicated that since social media marketing makes use of various creative elements(music, graphic and colors), customer testimonials and helps satisfy a need,which gives them a social proof, individuals are more convinced to purchase a drink from starbucks than through offline forms of marketing. Thus concluding that the social media marketing is more effective then offline marketing since it gives a social proof, and therefore has a greater effect on consumers purchase behavior.
Great Marketing Strategies of Apple, Budweiser, and Southwest Airlines
(IJARESM, 2022) Agarwal, Varsha
This article sheds light on the marketing strategies of successful companies like Apple, Budweiser, and Southwest Airlines. It goes in-depth about how they influence consumer behavior. Consumer behavior consists of how consumer emotions, attitudes, and preferences affect buying behavior. In today’s world, most of the buying behavior is influenced by social media influencers whom people admire. This article examines how they have established themselves in their respective markets by using effective strategies like social media marketing, internal marketing, and experiential marketing. Additionally, the study discusses the markets that the three leading companies serve. They also have analyzed how forces in the marketing environment have resulted in changes in the last 5 to 10 years to the organization’s marketing mix.
Marketing strategies Tim Hortons can adopt entering a new market
(International Journal of Novel Research and Development, 2022) Agarwal, Varsha
This paper provides a comprehensive analysis on Tim Horton as a company entering a new market i.e India. It analyses the company’s current stage in the market and its environment against its competitors. It also identifies various problems, threats, opportunities, and strengths Tim Horton can work on and enhance upon. This study focuses on what strategies can Tim Horton uses and/ or implement to enter the Indian market. The purpose of this study is to identify various marketing strategies which can be used based on the company’s values and brand identity. The study involves several analytical tools such as SWOT analysis, Marketing Ps, Promotional strategies (AIDA), and more. At the end of the paper, it suggests several marketing strategies Tim Hortons can adapt and focus further on such as the use of celebrity endorsements, digital marketing, connecting with the local community, and more. It is found in the results that it is important to understand the Indian market and provide testers, sample products, and sufficient marketing research to develop the ideal menu and cater to the right service and experience in order to sustain the Indian market. It is found that Tim yet needs to enter more than half of the targetted audience.
An Emperical Study on Problems of Investors in Investment Avenues
(Korea Review of International Studies, 2022) Agarwal, Varsha
Investments carry a level of risk since they require the investor to part with money that they have worked hard to earn. An astute investor who has received the appropriate instruction can significantly cut risk while increasing potential returns. There is a wide variety of options available to investors for putting their money to work. The investors anticipate higher returns while taking on a comparably lower level of risk. The goals of the research are to know the demographic elements that influence investment opinion and to examine the investment opportunities available to investors. The study is of an analytical and descriptive character, and it focuses on the investors' perceptions of investment avenues as well as the implications such perceptions have on levels of satisfaction and post-investment behaviour. It is contingent on both primary and secondary sources of information. The outcomes of the study indicated that the opinions of investors on various investment opportunities in Tamil Nadu might be used to better understand investor perceptions.

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