The research paper explores the integration of Indian Vedic knowledge systems into contemporary strategicmanagement practices. The study aims to investigate whether principles from ancient Indian texts such asDharma (righteousness), Artha (purposeful action), and Yajna (selfless service) can offer a viable frameworkfor ethical and sustainable business strategies. Using a sample of 200 participants from both urban and semiurban regions, data was collected through constructed surveys to assess consumer behavior, awareness ofgreen marketing, and the regular use of Ayurvedic products. The primary objective was to analyze how Vedicvalues influence consumer preference and strategic thinking, while the secondary objective was to assess theirimpact across various demographic groups. The analysis revealed that there is a significant positive correlationbetween Vedic principles and strategic preferences favoring sustainability, ethics, and collective welfare. Thefindings confirm the viability of a Vedic approach as a strategic model in contemporary management,suggesting that Indian knowledge systems can greatly contribute to responsible corporate practices
Dinesh Chavda (Tue,) studied this question.
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