MBA 2nd ETIGBE UNIT 2

Maharana Pratap Group of Institution
MBA 2rd year IVth Sem - KMBN 401

{ Emerging Technologies in Global Business
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MAHARANA PRATAP GROUP OF INSTITUTIONS

KOTHI MANDHANA, KANPUR
(Approved by AICTE, New Delhi and Affiliated to CSJMU, Kanpur Nagar)
Digital Notes
[Department of Management]
Subject Name Emerging Technologies in Global
Business Environment
Subject Code KMBN401
Course MBA 2nd Year
Branch
Semester 4th
Prepared by Mr. Gurmeet Singh
Reference No.
Department of Management www.mpgi.edu.in Mr. Gurmeet Singh


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Unit II
Contents
What Is Intelligence?................................................................................................................................... 4
Artificial Intelligence................................................................................................................................... 4
What are examples of Artificial Intelligence ................................................................................................ 4
Artificial Intelligence categories ................................................................................................................. 4
Advantages and Disadvantages .................................................................................................................. 5
Machine learning ........................................................................................................................................ 7
Supervised learning .................................................................................................................................. 7
Unsupervised learning.............................................................................................................................. 9
Supervised vs. Unsupervised Machine Learning .................................................................................. 10
Deep Learning .......................................................................................................................................... 11
Augmented Reality.................................................................................................................................... 12
How Augmented Reality Works................................................................................................................. 12
Types of Augmented Reality Experiences ................................................................................................. 13
1. Hardware issues .................................................................................................................................... 14
2. Limited content ..................................................................................................................................... 14
3. Lack of regulations ................................................................................................................................ 14
4. Public skepticism................................................................................................................................... 15
5. Physical safety risks ............................................................................................................................... 15
Mixed Reality ............................................................................................................................................ 15
Blockchain ................................................................................................................................................ 16
Core Concepts for Blockchain Protocol ..................................................................................................... 17
Global Investments in Blockchain Technology .......................................................................................... 17
International Trendsetters in DLT .............................................................................................................. 19


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What Is Additive Manufacturing? .............................................................................................................. 20

The Process............................................................................................................................................... 20
Evolution of Additive Manufacturing ......................................................................................................... 21
What Is Additive Manufacturing? .............................................................................................................. 21
Evolution of Additive Manufacturing ......................................................................................................... 22
Advantages of Additive Manufacturing ..................................................................................................... 22
Disadvantages of Additive Manufacturing ................................................................................................. 23
Growth of Additive Manufacturing ............................................................................................................ 23
Neuroscience in Business .......................................................................................................................... 23
Basics of Neuroscience.............................................................................................................................. 24
Brain Basics ............................................................................................................................................... 24
Some Applications .................................................................................................................................... 26


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What Is Intelligence?
It might seem useless to define such a simple word. After all, we have all heard this word hundreds of times and
probably have a general understanding of its meaning. However, the concept of intelligence has been a widely
debated topic among members of the psychology community for decades.
Intelligence has been defined in many ways: higher level abilities (such as abstract reasoning, mental
representation, problem solving, and decision making), the ability to learn, emotional knowledge, creativity, and
adaptation to meet the demands of the environment effectively.
Psychologist Robert Sternberg defined intelligence as "the mental abilities necessary for adaptation to, as well
as shaping and selection of, any environmental context
Artificial Intelligence
Artificial intelligence (AI) is a wide-ranging branch of computer science concerned with building smart
machines capable of performing tasks that typically require human intelligence.
What are examples of Artificial Intelligence
• Siri, Alexa and other smart assistants

• Self-driving cars
• Robo-advisors
• Conversational bots
• Email spam filters
• Netflix's recommendations
Artificial Intelligence categories
The term “artificial intelligence” often evokes images from science fiction movies. However, AI technology
isn’t fiction: it’s real, and it’s gaining wider usage. Three types of AI are widely recognized in the technological
community: narrow, general, and super.
• Artificial narrow intelligence (ANI or narrow AI) refers to a computer’s ability to perform a single task
extremely well, such as crawling a webpage or playing chess.
• Artificial general intelligence (AGI) is when a computer program can perform any intellectual task that a
human could.


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• Artificial super intelligence (ASI) is an AI that surpasses human intellect.
Advantages and Disadvantages
1) Reduction in Human Error: The phrase “human error” was born because humans make mistakes from
time to time. Computers, however, do not make these mistakes if they are programmed properly. With Artificial
intelligence, the decisions are taken from the previously gathered information applying a certain set of
algorithms. So errors are reduced and the chance of reaching accuracy with a greater degree of precision is a
possibility.
Example: In Weather Forecasting using AI they have reduced the majority of human error.
2) Takes risks instead of Humans: This is one of the biggest advantages of Artificial intelligence. We can
overcome many risky limitations of humans by developing an AI Robot which in turn can do the risky things for
us. Let it be going to mars, defuse a bomb, explore the deepest parts of oceans, mining for coal and oil, it can be
used effectively in any kind of natural or man-made disasters.
3) Available 24x7: An Average human will work for 4–6 hours a day excluding the breaks. Humans are built in
such a way to get some time out for refreshing themselves and get ready for a new day of work and they even
have weekly offed to stay intact with their work-life and personal life. But using AI we can make machines work
24x7 without any breaks and they don’t even get bored, unlike humans.
Example: Educational Institutes and Helpline centers are getting many queries and issues which can be handled
effectively using AI.
4) Helping in Repetitive Jobs: In our day-to-day work, we will be performing many repetitive works like
sending a thanking mail, verifying certain documents for errors and many more things. Using artificial
intelligence, we can productively automate these mundane tasks and can even remove “boring” tasks for humans
and free them up to be increasingly creative.
Example: In banks, we often see many verifications of documents to get a loan which is a repetitive task for the
owner of the bank. Using AI Cognitive Automation, the owner can speed up the process of verifying the
documents by which both the customers and the owner will be benefited.


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5) Digital Assistance: Some of the highly advanced organizations use digital assistants to interact with users
which saves the need for human resources. The digital assistants also used in many websites to provide things
that users want. We can chat with them about what we are looking for. Some chatbots are designed in such a way
that it’s become hard to determine that we’re chatting with a chatbot or a human being.
Example: We all know that organizations have a customer support team that needs to clarify the doubts and
queries of the customers. Using AI, the organizations can set up a Voice bot or Chatbot which can help
customers with all their queries. We can see many organizations already started using them on their websites and
mobile applications.
6) Faster Decisions: Using AI alongside other technologies we can make machines take decisions faster than a
human and carry out actions quicker. While taking a decision human will analyse many factors both emotionally
and practically but AI-powered machine works on what it is programmed and delivers the results in a faster way.
Example: We all have played Chess games in Windows. It is nearly impossible to beat CPU in the hard mode
because of the AI behind that game. It will take the best possible step in a very short time according to the
algorithms used behind it.
7) Daily Applications: Daily applications such as Apple’s Siri, Window’s Cortana, Google’s OK Google are
frequently used in our daily routine whether it is for searching a location, taking a selfie, making a phone call,
replying to a mail and many more.
Example: Around 20 years ago, when we are planning to go somewhere we used to ask a person who already
went there for the directions. But now all we have to do is say “OK Google where is Visakhapatnam”. It will
show you Visakhapatnam’s location on google map and the best path between you and Visakhapatnam.
8) New Inventions: AI is powering many inventions in almost every domain which will help humans solve the
majority of complex problems.
Example: Recently doctors can predict breast cancer in the woman at earlier stages using advanced AI-based
technologies.
As every bright side has a darker version in it. Artificial Intelligence also has some disadvantages. Let’s see some
of them


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1) High Costs of Creation: As AI is updating every day the hardware and software need to get updated with
time to meet the latest requirements. Machines need repairing and maintenance which need plenty of costs. It’ s
creation requires huge costs as they are very complex machines.
2) Making Humans Lazy: AI is making humans lazy with its applications automating the majority of the work.
Humans tend to get addicted to these inventions which can cause a problem to future generations.
3) Unemployment: As AI is replacing the majority of the repetitive tasks and other works with robots, human
interference is becoming less which will cause a major problem in the employment standards. Every organization
is looking to replace the minimum qualified individuals with AI robots which can do similar work with more
efficiency.
4) No Emotions: There is no doubt that machines are much better when it comes to working efficiently but they
cannot replace the human connection that makes the team. Machines cannot develop a bond with humans which
is an essential attribute when comes to Team Management.
5) Lacking Out of Box Thinking: Machines can perform only those tasks which they are designed or
programmed to do, anything out of that they tend to crash or give irrelevant outputs which could be a major
backdrop.
Machine learning
Machine learning is a growing technology which enables computers to learn automatically from past data.
Machine learning uses various algorithms for building mathematical models and making predictions using
historical data or information. Currently, it is being used for various tasks such as image recognition, speech
recognition, email filtering, Facebook auto-tagging, recommender system, and many more.
Supervised learning
Supervised learning, as the name indicates, has the presence of a supervisor as a teacher. Basically, supervised
learning is when we teach or train the machine using data that is well labelled. Which means some data is
already tagged with the correct answer. After that, the machine is provided with a new set of examples(data) so
that the supervised learning algorithm analyses the training data (set of training examples) and produces a
correct outcome from labelled data.


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For instance, suppose you are given a basket filled with different kinds of fruits. Now the first step is to train
the machine with all different fruits one by one like this:
• If the shape of the object is rounded and has a depression at the top, is red in color, then it will be
labeled as –Apple.
• If the shape of the object is a long curving cylinder having Green-Yellow color, then it will be
labeled as –Banana.
Now suppose after training the data, you have given a new separate fruit, say Banana from the basket, and asked
to identify it.
Since the machine has already learned the things from previous data and this time has to use it wisely. It will
first classify the fruit with its shape and color and would confirm the fruit name as BANANA and put it in the


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Banana category. Thus the machine learns the things from training data(basket containing fruits) and then
applies the knowledge to test data(new fruit).
Supervised learning is classified into two categories of algorithms:
• Classification: A classification problem is when the output variable is a category, such as “Red” or
“blue” or “disease” and “no disease”.
• Regression: A regression problem is when the output variable is a real value, such as “dollars” or
“weight”.
Supervised learning deals with or learns with “labeled” data. This implies that some data is already tagged with
the correct answer.
Types:-
• Regression
• Logistic Regression
• Classification
• Naive Bayes Classifiers
• K-NN (k nearest neighbors)
• Decision Trees
• Support Vector Machine
Advantages:-
• Supervised learning allows collecting data and produces data output from previous experiences.
• Helps to optimize performance criteria with the help of experience.
• Supervised machine learning helps to solve various types of real-world computation problems.
Disadvantages:-
• Classifying big data can be challenging.
• Training for supervised learning needs a lot of computation time. So, it requires a lot of time.
Steps
Unsupervised learning
Unsupervised learning is the training of a machine using information that is neither classified nor labeled and
allowing the algorithm to act on that information without guidance. Here the task of the machine is to group
unsorted information according to similarities, patterns, and differences without any prior training of data.


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Unlike supervised learning, no teacher is provided that means no training will be given to the machine.
Therefore, the machine is restricted to find the hidden structure in unlabelled data by itself.
For instance, suppose it is given an image having both dogs and cats which it has never seen.
Thus the machine has no idea about the features of dogs and cats so we can’t categorize it as ‘dogs and cats ‘.
But it can categorize them according to their similarities, patterns, and differences, i.e., we can easily categorize
the above picture into two parts. The first may
contain all pics having dogs in them and the second part may contain all pics having cats in them. Here you
didn’t learn anything before, which means no training data or examples.
It allows the model to work on its own to discover patterns and information that was previously undetected. It
mainly deals with unlabelled data.
Unsupervised learning is classified into two categories of algorithms:
• Clustering: A clustering problem is where you want to discover the inherent groupings in the data,
such as grouping customers by purchasing behavior.
• Association: An association rule learning problem is where you want to discover rules that describe
large portions of your data, such as people that buy X also tend to buy Y.
Supervised vs. Unsupervised Machine Learning
Supervised machine
Parameters learning Unsupervised machine learning
Algorithms are trained using Algorithms are used against data that is not
Input Data labeled data. labeled


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Computational
Complexity Simpler method Computationally complex
Accuracy Highly accurate Less accurate
Deep Learning
Deep Learning is a subfield of machine learning concerned with algorithms inspired by the structure and
function of the brain called artificial neural networks.


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Augmented Reality
• ‘Augmented reality (AR) can be understood as a form of virtual reality (VR) where the real world is
expanded or enhanced through the use of virtual elements, usually overlaying those elements on the
view of the real world through the use of a visual device.’
• ‘AR, a set of technologies that superimpose digital data and images on the physical world.’
• So, AR simply superimposes data onto physical objects and right into the context of the experience,
hence augmenting it greatly.
How Augmented Reality Works
• AR can work through devices like the Google Glass, or AR headsets, apps and also through special
codes known as UPC symbols, which like scanners, allow the users or customers to have an augmented
experience.


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Types of Augmented Reality Experiences
Layered AR Projection AR
Marker AR
Medical and Healthcare Education


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Advantages
• Surge in creative fields

• More targeted and personal advertising
• Education
• Complex surgeries
1. Hardware issues
Currently, every available AR headset is a bulky piece of hardware that may be too expensive for the masses.
Also, a majority of AR headsets need to be tethered to a computer, making the entire experience limited and
inconvenient. Alternatively, consumers can use their smartphones or tablets for AR applications. However,
mobile AR faces major issues in displaying visuals accurately. For instance, mobile sensors such as
accelerometer can be disturbed by electric interference, which is commonly witnessed in urban areas.
Additionally, smartphone cameras are built for 2D image capture and are incapable of rendering 3D images.
Hence, the hardware required for AR technology needs to be enhanced before mass adoption.
2. Limited content
One of the major challenges with augmented reality is creating engaging content. The content created for
augmented reality devices consists of games and filters used in social networks such as Instagram and Snapchat.
However, creating content that can promote businesses can be extremely complicated and expensive. Also,
augmented reality developers have not created enough high-functioning use cases that can be used by
consumers on a daily basis.
3. Lack of regulations
Currently, there are no regulations that help businesses and consumers understand which type of AR
applications can be used and how data can be processed. Hence, the technology can be used with malicious
intent. For instance, a cybercriminal can hijack personal accounts by mining data output and manipulating AR
content. In such cases, consumers may have questions like who could be held accountable, which mitigation
strategies can be used, and how to avoid such incidents in the future. Hence, one of the significant challenges of
augmented reality is creating regulations that can ensure the privacy and security of consumer data as well as
simplify mainstream adoption of the technology.


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4. Public skepticism
Although augmented reality is a popular topic of discussion among tech experts, consumers are unaware of the
benefits of the technology. Consumers have only used the most popular applications of augmented reality such
as trying out glasses, wardrobe, and accessories. Therefore, consumers need to be informed about various
applications and benefits of augmented reality. Additionally, a lack of awareness may lead to concerns about
privacy and security while using augmented reality technology. Hence, users’ concerns need to be addressed to
accelerate the mainstream deployment of augmented reality.
5. Physical safety risks

Augmented reality applications can be immensely distracting and may lead to physical injuries. For instance,
many people were injured while playing Pokemon Go. Likewise, augmented reality applications can lead to
serious injuries in case they are used in potentially risky environments such as busy roads, construction sites,
and medical institutions.
Although augmented reality technology is still in its infancy, its existing applications have shown that further
research and development to address the challenges with augmented reality can enable large scale deployment
of the technology. And once that happens, the implementation of augmented reality can be witnessed in law
enforcement, healthcare, finance, and other critical areas.
The Next Frontier—Mixed Reality
Mixed Reality


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It brings real-world and digital elements together. But wait, this is what AR does, so what is the difference? It
integrates digital objects and real-world in such a way that it makes it look like the objects really belong there.
Mixed Reality works by scanning our physical environment and creating a map of our surroundings so that the
device will know exactly how to place digital content into that space –realistically –allowing us to interact with
it.
A few Examples of MR apps are:
1. An app that allows users to place notes around their environment.

2. A television app placed in comfortable spots for viewing.
3. A cooking app placed on the kitchen wall.
4. Microsoft’s Hololens is also a famous example of MR.
Blockchain
• Internet 1.0 was about information and Internet 2.0 is about value.
• Just like we share information at a click of a mouse, we are soon going to do that with money, music and
other assets that can be digitized.
• The technology that’s driving this enormous shift is blockchain technology, also called distributed
ledger technology or simply DLT.
• With blockchain, contracts are digital, encoded and stored permanently in a transparent shared ledger
with access to all. All records are indelible meaning tamper proof. All payments will have a digital
signature which is identified, validated, stored and shared.
For example, if A wants to send money to B, then in blockchain technology:
• This transaction is represented online in a block.

• This block is broadcast to everyone in the network.
• Those in the network approve that the transaction is valid.
• Money is transferred from A to B.
• The block is added to the chain.


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• Each block provides an indelible and transparent record of transaction and so on; various blocks can
keep getting added to the chain.
Core Concepts for Blockchain Protocol
• Chains: A blockchain, is a growing list of records, called blocks, which are linked using cryptography.
• Distributed: All transacting parties have complete access to all records entered in the database.
• Trusted computing: These are technologies and proposals for enhancing computer security problems
through hardware and software interventions.
• Smart contracts: These are contracts which have legal provisions embedded in the program, so they can
be executed automatically or in other words they self-execute.
• Irreversibility of records: Once a transaction is entered and updated, it is a permanent record because of
the linkage with other transactions before.
Core Concepts
Global Investments in Blockchain Technology
• Currently, more than 24 nations, 90 central banks and many corporates are working on this technology.
• More than 2500 patents have been filed worldwide.


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• Over the last three years, over $1.4 billion have already been invested in blockchain.
• It is predicted that 80 per cent of all banks will initiate blockchain projects by as early as 2017.
• Many large central banks are funding startups which are working on blockchain applications.
• Blockchain technology is transforming business processes by digitizing records. Its applications range
from managing personal identity to managing global supply chains which would reduce time, cost less,
offer solutions on a real-time basis.
• Combining DLT with identity verification systems would create a ‘digital watermark’.
• This system has the potential of eliminating or minimizing frauds and also would allow people to have
seamless online transactions.
Applications
e-Estonia
Estonia is named the most advanced digital society in the world and has successfully used DLT for maintaining
its records. The country’s website is a testimony to what transformation this technology can bring to the
citizens.
• In e-Estonia, people can cast votes from their living rooms, income tax returns can filed in five minutes,
legally binding contracts can be entered into via the mobile phone from anywhere in the world.
Government—citizen interaction has completely been transformed.
• It takes an entrepreneur barely 20 minutes to register a new business in Estonia now.
Main Points


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• Georgia is the first country to register land titles using blockchain services. This service will be
expanded to cover purchases and sales of land titles, rentals and so on.
• In July 2016, the UK Government began a trial using DLT to track the distribution of welfare schemes
and benefits.
• The Monetary Authority of Singapore (MAS) has successfully completed a proof-of-concept pilot to
explore the use of blockchain for interbank payments.
• Dubai is planning to use distributed ledgers to power its entire Government by 2020.
International Trendsetters in DLT


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Challenges
• Blockchain technology can be used for nefarious transactions in drugs, weapons and terror through the
dark web.
• Adoption of DLT requires a major shift in culture and attitude.
• There are issues regarding control and privacy too.
• Although the system provides strong encryption, private information might be compromised.
• Regulators are trying to keep up with technology and are brainstorming on the challenges.
• The cost benefits of moving to blockchain solutions are huge, however the transition requires a huge
amount of investment.
In short, blockchain technology heralds the dismantling of legacy systems. In the years to come, we will witness
the adoption of this revolutionary technology and also see a change in the power structures and an altered
pecking order in the enormous chain of players.
What Is Additive Manufacturing?
• ‘Additive Manufacturing (AM) is an appropriate name to describe the technologies that build 3D objects
by adding layer-upon-layer of material, whether the material is plastic, metal, concrete or one
day…human tissue.
• The term ‘AM’ encompasses many technologies including subsets like 3D printing, rapid prototyping
(RP), direct digital manufacturing (DDM), layered manufacturing and additive fabrication.’
The Process
• The first step is creating a 3D model of the product using CAD (computer aided design) software. The
CAD software generates the SLT file at the end of the modeling process.
• This 3D model is then saved as .STL file which stands for standard tessellation language, standard
triangle language, or simply, stereo lithography file. This file converts the 3D model in a triangular
model, which is a 3D model represented by triangular planes.
• This file basically stores information about the model. It deals with the object’s ‘surface geometry’ only.
This file when used with a 3D slicer, which literally slices the triangular figure into layers, which is how
it communicates with a 3D printer or any other AM device.


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• The object is created by adding layer on layer till it is complete.
Evolution of Additive Manufacturing
• The first 3D printing process originated in Japan in April 1981.The process is credited to Hideo Kodama
of Nagoya Municipal Industrial Research Institute.
• Three years later, in 1984, a group of French inventors filed for a patent for SLA or stereo lithography
process. However, their patent was tragically rejected.
• Interestingly, merely three weeks later, an American, Charles Hull won the patent for SLA and later
went on to found the company 3D Systems, which is one of the leading players in AM today.
• Hull founded 3D Systems after receiving the patent in 1986 and delivered the first 3D printer in 1988
which was called SLA–250.
• Similar technologies termed ‘FDM’ or fused deposition modelling, and ‘SLS’ or selective laser sintering
were also introduced at the same time. FDM was invented by Scott Crump who went to establish
Stratasys, which is also a leading player in AM.
• Over the years, the technology grew from building paid prototypes to full production. Now AM is being
used to build spare parts, designer and customized jewellery, prosthetics and now also a human heart.
And even homes!
What Is Additive Manufacturing?
• ‘Additive Manufacturing (AM) is an appropriate name to describe the technologies that build 3D objects
by adding layer-upon-layer of material, whether the material is plastic, metal, concrete or one
day…human tissue.
• The term ‘AM’ encompasses many technologies including subsets like 3D printing, rapid prototyping
(RP), direct digital manufacturing (DDM), layered manufacturing and additive fabrication.’
The Process
• The first step is creating a 3D model of the product using CAD (computer aided design) software. The
CAD software generates the SLT file at the end of the modeling process.
• This 3D model is then saved as .STL file which stands for standard tessellation language, standard
triangle language, or simply, stereo lithography file. This file converts the 3D model in a triangular
model, which is a 3D model represented by triangular planes.


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• This file basically stores information about the model. It deals with the object’s ‘surface geometry’ only.
This file when used with a 3D slicer, which literally slices the triangular figure into layers, which is how
it communicates with a 3D printer or any other AM device.
• The object is created by adding layer on layer till it is complete.
Evolution of Additive Manufacturing
• The first 3D printing process originated in Japan in April 1981.The process is credited to Hideo Kodama
of Nagoya Municipal Industrial Research Institute.
• Three years later, in 1984, a group of French inventors filed for a patent for SLA or stereo lithography
process. However, their patent was tragically rejected.
• Interestingly, merely three weeks later, an American, Charles Hull won the patent for SLA and later
went on to found the company 3D Systems, which is one of the leading players in AM today.
• Hull founded 3D Systems after receiving the patent in 1986 and delivered the first 3D printer in 1988
which was called SLA–250.
• Similar technologies termed ‘FDM’ or fused deposition modelling, and ‘SLS’ or selective laser sintering
were also introduced at the same time. FDM was invented by Scott Crump who went to establish
Stratasys, which is also a leading player in AM.
• Over the years, the technology grew from building paid prototypes to full production. Now AM is being
used to build spare parts, designer and customized jewellery, prosthetics and now also a human heart.
Advantages of Additive Manufacturing
• Creates complex and intricate designs easily

• Resource efficient method with zero waste; it is more sustainable
• Allows the production of products with much lighter materials
• Great potential to change supply chains and logistics dramatically
• Concept of product evolution
• Shrinking of timelines
• Increased and real engagement with customers


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Disadvantages of Additive Manufacturing
• So far, AM is being used readily for small products. Bigger products are being made, but scaling up is
still a challenge
• Quality issues are also a big deterrent as of now
• Cost of superior grade industrial 3D printers is high
• Manufacturing a product layer by layer can sometimes lead to product defects
• Setting up the machines for the 3D process is a complex process
• The additional step of post-processing the product when it has got printed
Growth of Additive Manufacturing
• AM market has grown from just over $750 million in 2005 to over $5.1 billion in 2016, with an average
compound annual growth rate of 33.8 per cent for the last three years.
• In the last two decades, AM has grown from rapid prototyping into new technologies like 3D
printing that was originally used to manufacture medical implants, molds, brackets, tools, fixtures and so
on.
• Today, it is a growing trend used by manufacturers in almost every industry.
• The additive manufacturing market, excluding materials, is expected to be at $11.4 billion by the year
2020 at an annual growth rate of 21.0 per cent from 2016 through 2020.
Neuroscience in Business
Introduction
• Business is now not limited to accounting, strategy and finance. Future leaders are trying out ‘mind-
scanning’ electroencephalography (EEG), heart-rate monitors and meditation, as schools create courses
at the nexus of business and brain science to help students improve productivity, influence decision-
making and handle stress.


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• Complexity in the world makes people look at more powerful ways to understand, solve problems and
so on.
• Because of information and sensory overload in all aspects of our lives, communication that has an
impact is a very grave but interesting challenge.
• Neuroscience is currently helping solve problems by delving into the deeper issues and attacking root
causes.
Basics of Neuroscience
• Neuroscience is the study of the nervous system which includes the brain, spinal cord and all the nerves
throughout the body. The field is now not only related to biology but has become a dynamic interplay
between psychology, behaviour science, behavioural economics and business management.
• There are many branches of chemistry and some of them are as follows:
➢ Neurochemistry: The cellular chemical processes that occur in order for nerves to function
➢ Neurophysiology: How the nervous system responds to the external world
➢ Neuropsychology: The relationship between brain function and the psychological processes
➢ Cognitive neuroscience: How the brain and nervous system create cognition
➢ Social neuroscience: How the brain and nervous system create social behaviours
➢ Neuromarketing: Collection of science led tools that enable us to measure non-conscious
reactions to visual stimuli, leading to a better understanding of human behaviour patterns.
➢ Neuroethics: The branch of bioethics that deals with the ethical implications of prescribing
psychotropic drugs such as antidepressants or amphetamines that alter thought, mood or
behaviour and of techniques that image the brain to reveal information about motiveQA or
intent.
Brain Basics
The brain is divided into three main sections: the brain stem, the limbic system and the cerebral cortex.
The brain is a very complex yet fragile set of over 86 billion neurons that communicate with each other at
lightening speeds in order to produce thoughts, behaviours and to oversee functions in our bodies.


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• The cerebral cortex: It is the most complex part of the brain and is the last to evolve. It is the most
complex in humans and carries within its folds the deepest secrets of what being a human is. According
to functionality, it is divided into four parts or lobes:
➢ Occipital— visual processing
➢ Temporal—abstract thinking, language and metaphors
➢ Parietal—it is spacious and huge, and processes sensory information and coordinated and
planned movements
➢ Frontal—it is the seat of being human. It can be imagined as the CEO of the brain. It controls
the executive function and emotional regulation. Some ancient civilizations, including India, had
the custom of humouring the pre-frontal cortex or the PFC, which is the seat of intuition and
much higher-order thinking.


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• Apart from the aforementioned structures, the most remarkable aspects of the brain are neural pathways
and neural plasticity.
Some Applications
Neuroscience and leadership
➢ The NeuroLeadership Institute based in the USA now operates in more than 24 countries. It is
successfully transforming the practice of leadership. Its founder, David Rock has propounded
what is known as the SCARF Model.
Neuroscience for understanding troubled teens
➢ Neuroscience insights are changing the way adolescents are being handled. Its increasing
sensitivity and care is building a new and exciting way to intervene in adolescent health care.
➢ Neuroscience in marketing
➢ Neuromarketing is a new field of marketing which uses medical technologies such as functional
magnetic resonance imaging (fMRI) and EEG to track brain activity.
➢ Using fMRI entails using a magnetic device which tracks the brain’s blood flow as subjects are
exposed to audio and visual clues. This gives researchers access to a hidden chamber inside
people’s brain which is called the ‘pleasure centre’.
Neuroscience and society
➢ Social neuroscience is a research discipline that examines how the brain mediates social
processes and behaviour. A wide range of research topics are examined within the discipline
including social interactions, agency, empathy, morality and social prejudice, and affiliations.
Neuroscience in social media
➢ Research shows that the amygdala is activated when users use social media sites such as
Facebook and Instagram. Facebook uses extensive insights into neuroscience when thinking
about the like feature, its placement, colour and so on.
Mindfulness
• While neuroscientists are trying to understand the way the brain works, so that our behaviour can be
better understood.


Environment }
• At a more personal level, many people and organizations are trying to better understand themselves,
personally and professionally through mindfulness.
Mindfulness Defined
• Mindfulness is a centuries-old Buddhist technique which makes people understand the nature of the
mind and hence allows people to break out of reflexive and repetitive behaviour patterns.
• It is the perfect panacea for the digital age where there is constant inflow of stimuli.
• Mindfulness basically helps people understand their complex, deeply-etched neural networks. Here
instead of science, spirituality is the way of doing the same thing.
Examples
• Google in 2007 started a programme called ‘Search Inside Yourself’ which helped more than 500
employees learn how to breathe mindfully, listen to their co-workers and even improve their emotional
intelligence.
• On a regular basis, the company also offers meditation space and meditation courses, believing that
meditation can help improve not only employee mental health and well-being but also the company’s
bottom line.
• Nike has a partnership with the mindfulness app Headspace.
• McKinsy and Company’s programme called LiveWorkWell was a 6-week mindfulness workshop which
helped employees focus and thrive in a highly competitive world.
• Procter and Gamble initiated a mindfulness program called ‘Mind-for better mental health’ which
focused on employee mental health and resilience.
• There are many other examples of how mindfulness training is being implemented in corporate offices
and board rooms across the world. Leading Ivy League universities also offer courses in mindfulness.

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Maharana Pratap Group of Institution

MBA 2rd year IVth Sem - KMBN 401

MAHARANA PRATAP GROUP OF INSTITUTIONS

(Approved by AICTE, New Delhi and Affiliated to CSJMU, Kanpur Nagar)

Department of Management www.mpgi.edu.in Mr. Gurmeet Singh

MBA 2rd year IVth Sem - KMBN 401

Department of Management www.mpgi.edu.in Mr. Gurmeet Singh

MBA 2rd year IVth Sem - KMBN 401

What Is Additive Manufacturing? .............................................................................................................. 20

Department of Management www.mpgi.edu.in Mr. Gurmeet Singh

MBA 2rd year IVth Sem - KMBN 401

What are examples of Artificial Intelligence

• Siri, Alexa and other smart assistants

Artificial Intelligence categories

Department of Management www.mpgi.edu.in Mr. Gurmeet Singh

MBA 2rd year IVth Sem - KMBN 401

• Artificial super intelligence (ASI) is an AI that surpasses human intellect.

Advantages and Disadvantages

Department of Management www.mpgi.edu.in Mr. Gurmeet Singh

MBA 2rd year IVth Sem - KMBN 401

Department of Management www.mpgi.edu.in Mr. Gurmeet Singh

MBA 2rd year IVth Sem - KMBN 401

Department of Management www.mpgi.edu.in Mr. Gurmeet Singh

MBA 2rd year IVth Sem - KMBN 401

Department of Management www.mpgi.edu.in Mr. Gurmeet Singh

MBA 2rd year IVth Sem - KMBN 401

Supervised learning is classified into two categories of algorithms:

Department of Management www.mpgi.edu.in Mr. Gurmeet Singh

MBA 2rd year IVth Sem - KMBN 401

Supervised vs. Unsupervised Machine Learning

Department of Management www.mpgi.edu.in Mr. Gurmeet Singh

MBA 2rd year IVth Sem - KMBN 401

Accuracy Highly accurate Less accurate

Department of Management www.mpgi.edu.in Mr. Gurmeet Singh

MBA 2rd year IVth Sem - KMBN 401

How Augmented Reality Works

Department of Management www.mpgi.edu.in Mr. Gurmeet Singh

MBA 2rd year IVth Sem - KMBN 401

Types of Augmented Reality Experiences

Medical and Healthcare Education

Department of Management www.mpgi.edu.in Mr. Gurmeet Singh

MBA 2rd year IVth Sem - KMBN 401

• Surge in creative fields

Department of Management www.mpgi.edu.in Mr. Gurmeet Singh

MBA 2rd year IVth Sem - KMBN 401

5. Physical safety risks

The Next Frontier—Mixed Reality

Department of Management www.mpgi.edu.in Mr. Gurmeet Singh

MBA 2rd year IVth Sem - KMBN 401

A few Examples of MR apps are:

1. An app that allows users to place notes around their environment.

• This transaction is represented online in a block.

Department of Management www.mpgi.edu.in Mr. Gurmeet Singh

MBA 2rd year IVth Sem - KMBN 401

Core Concepts for Blockchain Protocol

Global Investments in Blockchain Technology

Department of Management www.mpgi.edu.in Mr. Gurmeet Singh

MBA 2rd year IVth Sem - KMBN 401

Department of Management www.mpgi.edu.in Mr. Gurmeet Singh

MBA 2rd year IVth Sem - KMBN 401

International Trendsetters in DLT

Department of Management www.mpgi.edu.in Mr. Gurmeet Singh

MBA 2rd year IVth Sem - KMBN 401

What Is Additive Manufacturing?