MAY-2025 – ABPI

1. HYPER-LOCALIZATION IN GLOBAL CAMPAIGNS: THE KEY TO WINNING DIVERSE MARKETS

Authors: Dr. K. DEVI¹ and Dr. DEVADUTTA INDORIA²*

Abstract

In today's increasingly globalized market, marketing campaigns are greatly affected by their capacity to adapt to local cultures and technologies. This study investigates hyper localization in global marketing campaigns wherein cultural adaptation is strategically integrated with technological utilization. Exploration of the relationships between cultural adaptation, technological use, consumer engagement, and the overall success of marketing strategies is achieved through a quantitative approach, using an online survey with 85 respondents of various industry backgrounds. According to the study, a strong positive relationship exists between the degree of cultural adaptation and consumer engagement. Cultural adaptation accounted for about 27.4% of the variance in consumer engagement, and this finding clearly describes the critical role adaptation can play in reaching target audiences. The use of advanced technological tools such as AI and big data in consumer data analysis has also led to higher success levels of hyper localisation efforts, accounting for 59.6 percent of their effectiveness. These results call for a need to take a cue from both cultural insights and technological advancements for marketing strategies that are both effective and culturally sensitive. These findings imply that companies considering going global must invest in cultural research details and state-of-the-art technology to enhance the success of their ads. Because of this dual focus, market penetration can be created, consumer satisfaction increases, and brand loyalty can be sustained and delivered in many international markets.

Keywords: Global Marketing, Hyper-Localization, Cultural Adaptation, Technological Utilization, Consumer Engagement, Marketing Effectiveness etc.

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2. BEYOND BORDERS: STOCK MARKET RETURNS ACROSS DIFFERENT TIME ZONES

Authors: Dr. PRAKASH BHATIA¹, KSHITIJ KOCHAR²*, VINEET MITTAL³, KUSH DODHIWALA⁴ and AYUSH MAHESWARI⁵

Abstract

The global stock market operates as a complex network influenced by diverse international forces and time zone dynamics. This study investigates the interdependence and interactions among 15 major stock market indices spanning various time zones, with a focus on NIFTY50's impact and influence. Utilizing daily log returns data from January 2018 to December 2023, including Close-Close (CC), Open-Close (OC), and Close-Open (CO) data, we employ time series analysis techniques. Cointegration analysis reveals a long-term relationship between NIFTY50 and the other 14 indices. Granger Causality analysis is employed to discern directional causality effects among markets. Notably, significant impacts from key indices such as the S&P 500 and Nifty 50 on global economic sentiment are identified. Moreover, market disparities attributable to regional time differences are observed. Through the Ljung-Box test for autocorrelation and the GARCH model for univariate forecasting, insights into market trends and volatility patterns are gained, facilitating informed decision-making and risk management strategies. This study contributes to the understanding of global market dynamics and informs strategies for navigating interconnected financial ecosystems.

Keywords: Nifty 50, GARCH, Ljung-Box Test, Granger Causality

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3. THE IMPACT OF MONETARY POLICY RATES ON THE PRICES OF INDIAN STOCKS: EMPHASIS ON BANKS’ NIFTY INDEX IN PARTICULAR

Authors: Dr. NIKHIL BELAVADI¹*, SRINIVAS KULKARNI² and Dr. KRUNAL PUROHIT³

Abstract

This study explores the relationship between monetary policy instruments and stock market performance in India, with a specific focus on the Bank Nifty Index. As monetary policy significantly influences macroeconomic conditions, interest rates, and credit availability, its transmission to financial markets, particularly the banking sector, warrants careful examination. The Bank Nifty Index, comprising leading listed banking institutions, reflects sectoral responses to policy shifts and serves as an effective proxy for studying monetary influences. The research utilizes a comprehensive dataset covering key monetary policy rates, including the repo rate, reverse repo rate, cash reserve ratio (CRR), statutory liquidity ratio (SLR), marginal standing facility (MSF), and bank rate, along with historical Bank Nifty index data. Through the application of statistical and econometric techniques, the study analyses the extent of causality and correlation between policy changes and banking stock price movements. The findings reveal a significant yet varied impact of different monetary tools on the banking index, suggesting that investors respond sensitively to policy signals. The results underscore the countercyclical nature of monetary interventions and their implications for financial market stability. This research contributes to a deeper understanding of the monetary policy-stock market nexus in the Indian context, supplementing existing literature on emerging markets. The insights derived are valuable for policymakers, investors, and financial institutions in making informed decisions, managing risks, and refining investment and policy strategies in response to evolving monetary conditions.

Keywords: Monetary Policy Rates; Macroeconomics; Commercial Banks; NSE; Banks Nifty Index.

JEL Classification: E52; E58; E60; G10; G210.

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Accountancy Business and the Public Interest

Accountancy Business and the Public Interest