Sadia Shaikh

During the past decade, environmental awareness and consciousness have increased dramatically particularly in the developing countries. Given the ever-increasing emphasis on the UN member countries for contributing towards the Sustainable Development Goals (SDGs), the notion of Green Supply Chain Management (GSCM) has gained increased traction, and as such it has become a powerful driver toward reducing the harmful impacts of the production processes, activities and emissions on the natural environment. However, it is still unexplored as to what extent the Green Intellectual Capital (GIC) and Green Human Resource Management (GHRM) when subject to the application of Quick Response Technology (QRT) affect the GSCM practices for augmenting the environmental performance of the Small and Medium Enterprises (SMEs) in the developing countries. It is therefore critical to evaluate the link between the above variables with an aim to derive sustainable environmental performance. Thus, by evaluating from the lens of Resource-Based-View (RBV) theory, this research offers a synergistic framework of the relationship between GIC, GHRM and GSCM when subject to a moderation effect of QRT for achieving the Firm Environmental Performance (FEP). In order to examine this, we invited participants from 244 SMEs of Pakistan to participate in this research and the data were statistically analysed using the Smart-PLS-based Structural Equation Modelling. The results demonstrated that GIC and GHRM, when mediated through GSCM and moderated by QRT, significantly enhanced the environmental performance of the SMEs. From the viewpoint of its theoretical contribution, this research adds a novel scholarly perspective to the GHRM, GIC and GSCM literature. On the policy and practice front, it offers sense-making insights and policy recommendations for the SMEs in the developing countries that are striving to adopt and maintain sustainable supply chain practices for deriving environmental performance. Additionally, from the SDG perspective, this research directly contributes towards achieving some specific SDGs in the developing countries, thereby formally sensitising SMEs, Governments, NGOs, Social Communities and Individuals in these countries to focus on the attainment of the SDGs.

This study examines the effectiveness of influencer marketing campaigns in the luxury fashion industry by investigating key influencer traits, such as experience, trustworthiness, attractiveness, and content usefulness, along with their impact on customer purchase behavior. It also explores the moderating role of influencer-follower fit in these relationships. The research adopts a quantitative design and collects data from 500 luxury fashion customers in Karachi, Pakistan, through a standardized questionnaire. Structural Equation Modeling (SEM) using SmartPLS is applied to analyze the direct and moderating effects of influencer traits on purchase behavior. The findings indicate that influencer credibility, particularly trustworthiness and experience, significantly impacts consumer purchase behavior. Content usefulness plays a vital role in shaping consumer trust and engagement, while attractiveness is also important but less effective without congruence between the influencer and their audience. Additionally, influencer-follower congruence serves as a significant moderating factor, enhancing the positive effects of influencer attributes on purchase behavior. The research emphasizes the necessity for luxury brands to focus on authenticity, expertise, and audience fit when selecting influencers. This study contributes to the influencer marketing literature by integrating Source Credibility Theory and providing empirical evidence on the influence of influencer attributes within the luxury fashion industry. The findings offer valuable managerial implications for marketers and highlight the importance of strategic influencer selection, ethical disclosure, and tailored content to boost brand engagement and loyalty among consumers.

The current study is one of the initial and premier studies that was conducted to understand the environmental and climatic concerns related to China-Pakistan Economic Corridor (CPEC). The base of the theory was developed on pollution heaven hypothesis and analysis of selected variables was conducted through SMART-PLS via using Structural Equation Modeling (SEM). The analysis indicated that environmental concerns related to CPEC are not only perceived as the major predictors for CO2 emissions, however, they are also capable to harm climate and public health as well. The findings may help to develop a concrete policy framework for ongoing and upcoming phases of CPEC development. The framework would mitigate environmental risks associated with these activities and save the communities from environmental and health hazards of CO2 emissions. A substantial framework on this aspect would not only increase the economic and social significance of the project, however, it would also be a significant step towards addressing ecological and climatic harm to the environment. Hence, the current study is one of the pervasive studies that may not only increase the knowledge and research work associated with CPEC, however, it would also aid in policy formulation to further strengthen the Pak-China relationship.

This study explores the relationship between market orientation and innovation in small and medium-sized enterprises (SMEs) in Pakistan. Market orientation, characterized by a business's focus on customer needs, competitor actions, and inter-functional coordination, is posited to be a key driver of innovation, which is crucial for the competitive advantage and growth of SMEs. The study has employed the Market Orientation Theory and the Resource-Based View (RBV) as its theoretical framework. Using a mixed-methods approach, the research combines quantitative data from surveys of SME managers and qualitative insights from in-depth interviews. The findings reveal a significant positive relationship between market orientation and both product and process innovations in Pakistani SMEs. The study highlights how understanding and responding to customer needs, monitoring competitor actions, and fostering internal collaboration contribute to the development of new products and services, as well as improvements in operational processes. Additionally, the research identifies several barriers to innovation, including resource constraints and limited market access, and provides recommendations for enhancing market-oriented practices within the SME sector in Pakistan. This study contributes to the literature on market orientation and innovation in emerging markets, offering practical implications for policymakers and business leaders aiming to foster a more innovative and competitive SME landscape in Pakistan.

Sustainability in organizations is one of the most persistent issues for ecologists and business managers today. The prominence of sustainability concerns emerges from transpiring global environmental issues. Businesses today are more concentrated on reducing environmental risks and controlling ecological scarcities which have diverted the organizational strategies towards green practices, green products, and green transformations. This research study attempts to find the impact of green innovation adoption on the three dimensions of organizational performance (production, ecological, and operational performance) and evaluates the mediating effect of green process and green product innovation in this relationship. Green innovation is measured by two bilateral components including green adoption, and green capacity, whereas organizational performance is analyzed through three dimensions including organization’s production, ecological, and operational performance. The conceptual model of the study is based on ecological modernization theory. The data was collected through a structured questionnaire from the top five companies in the construction industry in Pakistan and was analyzed by structural equation modeling and partial least squares. The findings of the study demonstrate a significant and positive impact of green innovation adoption on all three dimensions of organizational performance. Furthermore, green process innovation yields green product innovation which creates a serial mediation relationship between green innovation and organizational performance. The study findings suggest that the adoption of green innovation is not only essential to advocate environmental sustainability in the organizations in the construction industry, but it is also favorable towards business performance and productivity. Thus, this paper aims to eliminate the gap by providing evidence to encourage organizations to adopt green innovation to improve their performance. Furthermore, as the study findings demonstrate, green process innovation creates green products that escalate organizations’ production, ecological, and operational performances. Thus, managers should adopt green processes to instigate green production and foster their green sustenance and competitive advantage.

Drawing on underpinning theories, this study conceptually develops a model helping organizations to transform green strategic mechanisms into a higher hotel’s green process innovation performance (GPIP). Using a multi-source survey, the study collected data from 401 respondents in hotels (e.g. 213 CEOs and 188 managing directors/general managers, 198 front-desk managers and 203 production managers). PLS-SEM was used to run regression analysis. The results support that green creativity (GC) is the top among five mediating green drivers, e.g. green organizational identity (GOI), green human capital (GHC), green organizational capital (GOC), and green relational capital (GRC) that strongly supports green strategic intent (GSI) to translate environment strategies into hotel GPIP. Accordingly, GOC highly supports GHC toward the hotel’s GPIP compared to GRC. Green knowledge sharing (GKS) negatively moderates the link between GC and the hotel GPIP, but fails to moderate GOI and the hotel GPIP.

Big-data analytics are treated as the future of technology andessential for the retail sector. The technology is especially beneficial for optimising daily operations and supply chain practices. However, there is a wide gap in the related literature in developing and Asian countries on this subject. On the other hand, retailing is one of the fastest-growing industries globally. Therefore, this study is specifically designed to understand the role of big data concerning the organised retail sector of Pakistan. The study’s primary objective is to assess the significance of technology in augmenting assortment strategies. However, the mediation of advanced algorithms and moderation of skilled data scientists are included in the research construct to increase research relevance to the pragmatic world. Results were determined by applying Partial least square structured equation modeling (PLS-SEM). The findings indicated that big data is a prolific constituent to optimise assortment in the retail sector of Pakistan. However, the technology would not produce the desired results without applying advanced algorithms. This study accentuates the actuality that advanced algorithms are essential to be analysed to use big-data most effectively to retrieve new information. Further studies may also be conducted in devising a comprehensive model which includes all the potent variables associated with store-layout design

The aim of this study is to explore how entrepreneurship sustains the barriers in the entrepreneurial process in a developing country like Pakistan. To reach these findings, a qualitative approach was used in which semi-structured interviews were conducted with young entrepreneurs in the region of Hyderabad, Pakistan. After collecting data, thematic analysis was conducted. The findings of the study in the form of final themes suggest that trust issues, family barriers, financial issues, gender issues, educational barriers, corruption, and legal barriers are among the challenges which trigger changes in the entrepreneurial process and its sustainability. This study provides implications for the regional government, academic institutes, financial institutes, entrepreneurs, and society at large when developing a support system and promoting a sustainable entrepreneurial environment by minimizing these challenges and suggestions for an entrepreneurial focus on sustainable entrepreneurship.

The article identifies the motivating factors behind the career preferences of university graduates who chose to engage in sustainable entrepreneurship. In this research, multi-methods—theoretical investigations and qualitative interviews—have been utilized to determine the factors responsible for promoting sustainable entrepreneurship in a developing region. The sample consisted of university graduates who chose to pursue their careers in entrepreneurial activities in Hyderabad, the sixth largest city of Pakistan located in Sindh Province. While determining why young academics choose entrepreneurship as a career choice, entrepreneurial careers are explored as an ongoing process of biographical sequences in which new ways of thinking and communication, new forms of economic and occupational challenges, and necessities as well as ways of success and failure are permanently claimed or raised. Due to these challenges, the youth are confronted with complex social and economic situation to deal with. The study findings provide guidelines on how sustainable entrepreneurship can be developed, engaged, and sustained in the future in developing and under-developed regions.

Purpose of the study: Quality Enhancement Cells (QECs) are prudent and play a dynamic role in the advancement of quality in higher education. This study examined the role and significance of QEC's in HEIs in an emerging economy like Pakistan. Methodology: This study is conducted on the perceived benefits of Self-Assessment Reports (SARs) to have an initial guideline for further investigation on the role of QECs. The research model for this study has been formulated from the outcomes of SARs devised in a previous similar study. The model was evaluated through quantitative analysis using SmartPLS, determining SARs benefits associated with academia and students. Main Findings: The empirical findings indicated that faculty perception regarding SARs and their benefits are positive and the relationship between the assessed variables is significant. Applications of this study: The study findings will benefit the policymakers in HEIs to induct SARs as an organizational development tool. Novelty/Originality of this study: This research is novel in its nature as limited research work regarding SAR and QEC evaluation in Pakistan has hindered the research-related activities and strategic planning in this area.