Enhancing business performance through strategic integration of Naga worship

Arkom Sangiamvibool

doi:10.24294/jipd.v8i8.5559

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Enhancing business performance through strategic integration of Naga worship

Arkom Sangiamvibool

Journal of Infrastructure Policy and Development 2024, 8(8), 5559; https://doi.org/10.24294/jipd.v8i8.5559

Submitted：31 Mar 2024

Accepted：15 May 2024

Published：28 Aug 2024

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Abstract

The extent to which businesses incorporate Naga worship into their strategies and operations and its effect on their success remains ignored. This study employed a multidisciplinary approach to examine the diverse practices of Naga worship in business contexts across different regions. This study utilized a mixed-methods research design to provide insights into the strategic integration of Naga worship into business practices and its impact on business performance. It employed a questionnaire to gather insights from respondents about their demographic data, awareness of Naga worship, its integration into business practices, consumer perceptions and behaviors, and overall business performance. Follow-up, in-depth interviews were developed to probe deeper into respondents’ experiences, motivations, and perceptions regarding the integration of Naga worship into their business practices. Most respondents agreed to integrate Naga worship into their company practices or marketing plans by using Naga symbols in branding, doing rituals for success, providing Naga-themed products and services, and scheduling activities on auspicious Naga-related dates. Respondents perceived companies that venerate Naga as culturally genuine and focused on the community. Worshipping the Naga deity improved the brand’s and corporation’s image and reputation. People patronized these enterprises by buying products and services associated with Naga culture. A substantial portion of respondents believe that worshiping Naga enhances commercial prosperity. Yet, a few participants from different regions mentioned difficulties regarding the integration of Naga religious customs.

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