Sunanda Vincent Jaiwant

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About

Sunanda Vincent Jaiwant is an emerging researcher whose work sits at the dynamic intersection of marketing evolution, emerging technologies, and human-centered business strategy. Her scholarship focuses on how transformative industrial and technological shifts are reshaping the marketing landscape, with particular emphasis on the transitions from Industry 4.0 to Industry 5.0 and the parallel evolution of marketing paradigms. Her most recognized contribution, "The Changing Role of Marketing: Industry 5.0 - the Game Changer" (2023), has garnered 18 citations, establishing her as a thoughtful voice on how the fusion of human intelligence and smart machine capabilities is redefining competitive strategy. This work addresses the critical threshold moment where automation meets human creativity — a conversation highly relevant to practitioners and academics alike. Her more recent publication (2025) extends this intellectual thread by examining mimicking technologies — including Artificial Intelligence and related innovations — as instruments for optimizing customer experience, retention, and loyalty within the Marketing 5.0 framework. For students and researchers exploring digital transformation, human-machine collaboration, and the future of customer engagement, Jaiwant's growing body of work offers an accessible yet rigorous foundation for understanding how marketing must evolve alongside industrial revolution.