Ganesha H. R., and Aithal P. S. 2020. “Extending the Concept of Delayed Gratification to Retail Start-Ups in India: An Imperative Strategy for the Success, Long-Term Sustainability, and Protection of Founding Members’ Majority Shareholding”. International Journal of Management, Technology and Social Sciences (IJMTS) 5 (2):252-65. https://doi.org/10.47992/IJMTS.2581.6012.0117.