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This volume compiles research contributions from the UG Research Conclave 2024, organized by the Amity School of Business, Amity University. The proceedings highlight undergraduate research across business and management disciplines, encouraging students to explore contemporary issues in finance, marketing, human resources, sustainability, and entrepreneurship. The conclave aligns with the National Education Policy (NEP) 2020, fostering a culture of inquiry, critical thinking, and early research exposure.

Institutional Chair: Dr. Sujata Khandai
Conclave Chair: Prof. (Dr.) Sunil Kumar Khatri

Published by: BALLPEN MEDIA PRIVATE LIMITED

ISBN: 978-81-967565-2-9

© The authors and editors. All rights reserved.

No part of these publications may be reproduced, stored in a retrieval system, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without prior written permission from the copyright holders.

Disclaimer: The authors are solely responsible for the contents of their papers. The publisher and editors assume no responsibility for errors or interpretations.