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The study aims to study the extent of research done in luxury marketing in an emerging economy like India by conducting a bibliometric analysis. A period of 21 years has been considered to present a comprehensive picture for results and analysis. Key findings indicate the gaps and scope of further research for academics in India and abroad. The findings indicate a dearth of research by scholars and academicians in luxury, counterfeit and masstige, especially when there is a surge of the upper middle class in India. More specifically, Indian-grown luxury brands also present a massive scope for future research.

This chapter looks at challenges that are arising from emerging business models and those that are related to digital finance in general. This chapter first looks at the four challenges relating to new business models, i.e. walled gardens, shadow banking, monetary sovereignty and singleness of money. The chapter then looks at the four challenges relating to digital finance in general, i.e. consumer's data rights, AI ethics, cybersecurity and financial exclusion.