Browsing by Author "Ashish Bajpai"

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Innovation and use of gamification in the enterprise—Selected cases
(SAGE Publications Inc., 2024) Aditi Singh; Ashish Bajpai
Enterprises facing escalating consumer switching and disenchantments are turning to innovative solutions for bringing about improved customer engagement. This in turn shall bring survival and growth in an environment of fierce competition. The present article explored the strategic adoption of gamification as a promising intervention to address the issue of customer engagement. Real-world cases from Indian enterprises, including Flipkart, Swiggy, Paytm, and Dream11, showcased how gamification enhances customer engagement and drives market disruption. These companies were selected based on their industry influence and innovative gamification strategies, drawing from secondary data sources. Utilizing multiple cases allows for a comprehensive analysis, offering broader insights beyond a single-case study approach. This case study encouraged the method of open discussion to identify the benefits and potential drawbacks of gamification interventions after going through the cases. © Association for Information Technology Trust 2024.
Innovation and use of gamification in the enterprise—Selected cases
(SAGE Publications Inc., 2025) Aditi Singh; Ashish Bajpai
Enterprises facing escalating consumer switching and disenchantments are turning to innovative solutions for bringing about improved customer engagement. This in turn shall bring survival and growth in an environment of fierce competition. The present article explored the strategic adoption of gamification as a promising intervention to address the issue of customer engagement. Real-world cases from Indian enterprises, including Flipkart, Swiggy, Paytm, and Dream11, showcased how gamification enhances customer engagement and drives market disruption. These companies were selected based on their industry influence and innovative gamification strategies, drawing from secondary data sources. Utilizing multiple cases allows for a comprehensive analysis, offering broader insights beyond a single-case study approach. This case study encouraged the method of open discussion to identify the benefits and potential drawbacks of gamification interventions after going through the cases. © Association for Information Technology Trust 2024
Scaling precision: Tanaashi Technologies' client-centric model enhancing Small and Medium Enterprises (SMEs) sustainability in developing economies
(Elsevier Ltd, 2025) Aditi Singh; Ashish Bajpai
The study underpins the importance of businesses contributing to resource efficiency to achieve SDGs. This case examines the growth journey of Tanaashi Technologies Pvt. Ltd., an Indian start-up dedicated to SMEs in developing economies under the motto of ‘bringing resource efficiency.’ Grounded in Sustainable Development Goals (SDGs) #8, #9, #12, and #17 the study highlights Tanaashi's client-centric approach that creates a scalable win-win model in resource-constrained environments. Through firsthand engagement with Tanaashi's founders, management, and semi-formal client meetings, this study has uncovered how precision in problem-solving and technology-driven solutions—aligned with actual client priorities rather than speculative demands—have enabled the company to scale sustainably. The findings emphasize the strategic challenge of convincing clients to invest in long-term efficiency, reinforcing how resource optimization and tailored innovation contribute to sustainable business and economic growth. The case also explores technology adoption in Small and Medium Enterprises (SMEs) through the lens of the Information Systems (IS) Success Model. By examining real business challenges, and strategic decisions this case provides valuable insights for entrepreneurs navigating similar markets, offering a practical blueprint for sustaining tech-driven enterprises in developing economies. © 2025 The Author(s)