معرفی
Nihar Amoncar is a Senior Lecturer in Strategic Management at the College of Business, Law and Social Sciences. His research focuses on entrepreneurship, cultural business practices, political communication, and social marketing. Key areas include intergenerational succession in Igbo businesses, the role of social media in political discourse, and the entrepreneurial philosophies of communities like the Marwari in India.
His work spans qualitative and interpretivist approaches, examining how cultural contexts shape business strategies and market creation. Recent studies highlight frameworks for measuring social marketing success and exploring the interplay between effectuation theory and entrepreneurial marketing.
Notable publications include analyses of digital political communication dynamics and transgenerational business legacies. His research often bridges theoretical frameworks with empirical observations, such as interpreting Royal Enfield’s brand revival through a meta-modernist lens.
No scientific awards, grants, or formal advisees are listed in the provided data. Research outputs have garnered significant attention, with over 1,080 total views and 790 downloads across his publications.
