Next-Gen Highway The Role of Mobile Apps in Transforming Travel Servce: An Empirical Study Focused on Bangalore–Mangalore and Bangalore–Kochi Corridors

This book explores the transformative role of business digitalization, frugal innovation, and organizational knowledge in enhancing the resilience of micro, small, and medium enterprises (MSMEs) in rapidly changing economic environments. It develops a comprehensive conceptual framework supported by empirical analysis using advanced modeling techniques such as structural equation modeling (SEM). The study demonstrates how digital technologies enable resource-constrained firms to innovate frugally while maintaining operational efficiency and adaptability during disruptions such as the COVID-19 pandemic. By integrating theoretical insights with practical implications, the book provides a multidisciplinary perspective on innovation management, digital transformation, and organizational resilience. It is particularly relevant for researchers, policymakers, and practitioners seeking sustainable strategies to strengthen MSMEs in emerging economies.