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Navigating the Institutional Landscape: The Dynamics of Operant Resources and Value Co-Creation for Service Innovation In Pakistani ICT Firms | ||
| Interdisciplinary Journal of Management Studies | ||
| مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 24 فروردین 1404 | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22059/ijms.2025.382793.677053 | ||
| نویسندگان | ||
| Nida Qamar* ؛ Fouzia Hadi Ali | ||
| Hailey College of Commerce, University of The Punjab. | ||
| چکیده | ||
| This research investigates the factors influencing service innovation within Pakistan's ICT SME software development sector to address challenges hindering global competitiveness. A quantitative research approach was adopted, utilizing Partial Least Squares Structural Equation Modelling (PLS-SEM) to analyze data collected from 336 software firms. The study integrates Service-Dominant Logic (SDL), Resource Advantage (RA) Theory, and Institutional Theory to explore the interplay of variables affecting service innovation. The results indicate that company-customer relationships, knowledge valuation, and customizing capability significantly impact value co-creation and service innovation. Moreover, institutional logics, particularly cognitive and normative logics, were found to moderate these relationships. This research comprehensively examines the factors influencing service innovation in the Pakistani ICT sector. It extends the application of SDL and Institutional Theory to a specific emerging market context, contributing valuable insights to service innovation. | ||
| کلیدواژه‌ها | ||
| ICT SMEs؛ Pakistan؛ Service-Dominant Logic؛ Resource Advantage Theory؛ Institutional Theory | ||
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آمار تعداد مشاهده مقاله: 44 |
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