Department of Management Science
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Item Linking Team Communication to Agile Software Development Project Success: Mediating Role of Team Adaptability and Moderating Effect of Shared Goals(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) Hadia Ahsan; CIIT/SP23-RPM-006/LHR; Dr. Imran Shafique; LHR TP 10111In order to accomplish the requirements of Agile software development, an environment characterized as being very flexible is required to be able to collaborate with team members effectively and to align the needs of all team members with the goals of the project. Although Agile methodologies have been adopted by many companies globally, there is little evidence of studies that investigate the impact of individual factors at the level of a team on the outcomes of an Agile project; especially within countries in the developing world. This study utilizes the Input–Process–Output (IPO) model to assess the relationship between the communication of a team and the success of the projects of an Agile software development process, in addition to assessing the mediating role of team adaptability and the moderating effects of shared goals. A Quantitative Research Design was used to collect the data from Professionals in Pakistan who work on Agile Software Development Teams, such as Project Managers, Scrum Masters, and Software Developers. Data collection occurred via a Structured Questionnaire. A PLS-SEM (Partial Least Squares Structural Equation Model) was performed via the SmartPLS program to evaluate the direct, mediating and moderating relationships of the study variables. Results indicate that team communication among team members positively affects the success of Agile Software Development Projects. Results also indicate that Team Adaptability partially mediated the relationship between Team Communication and Agile Software Development Project Success. Therefore, team communication will increase Agile Software Development Project Success through enabling teams to adapt to the changes in project requirements. Also results indicate that Shared Goals significantly moderated the relationship between Team Communication and Agile Software Development Project Success. Thus, Higher Goal Alignment will strengthen Team Effectiveness and therefore produce better Agile Project Outcomes. Therefore, this study extends the use of the IPO model in Agile Project Management Literature through the inclusion of Communication, Adaptability, and Shared Goals. Additionally, the findings of this study offer valuable information to Project Managers and Organizations on the best ways to implement communication practices, encourage team adaptability, and establish shared goals to improve the success of Agile Software Development Projects.Item Employee’s Creative Self-Efficacy and Creative Performance at Projects: The Mediating Role of Innovative Work Behaviors and the Moderating Role of Organizational Support(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) Noor E Iman; CIIT/FA23-RPM-005/LHR; Dr. Syed Muhammad Irfan; LHR TP 10112In present VUCA software industry, agile methodology is seen as an important and efficient methodology for delivering successful projects with innovative outcomes. The success of agile projects depends on multiple factors. It majorly depends on processes employed but it also depends on employees’ personal and organizational resources. Our research is rooted in Job Demands–Resources theory and it investigates how employees’ Creative Self-Efficacy (CSE) transforms into Innovative Work Behavior (IWB). CSE is described as employees’ creative confidence and IWB involves the process from idea generation to implementation. Further, the study investigates how IWB mediates the link among CSE and creative performance at projects and to what degree does Perceived Organizational Support (POS) moderates the relationship between CSE and IWB. For analysis, a quantitative survey design will be adopted, data will be collected in two phases to investigate proposed framework. The target population for the survey will be employees working at agile projects in software houses based in Lahore, Pakistan. The findings aim to show how employees’ personal and contextual resources work together to foster IWB leading to creative performance in agile projects. The findings will also offer practical insights for software houses looking forward to increase employees’ creativity and performance.Item The Impact of Delay in Food Delivery on Customer Satisfaction and Brand Loyalty, and The Drone Delivery as A Potential Solution (Case of Foodpanda Pakistan)(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) AHTSHAM ATTHAR; CIIT/FA24-RBA-002/LHR; MS. Shumyla Anwar, Assistant Professor; LHR TP 10104This project discuss the fact that Foodpanda Pakistan should implement the concept of food delivery by drones to address the issue of increased delivery delays affecting the large urban areas. Foodpanda is one of the most popular food delivery services in Pakistan with millions of users, but it faces the problem of repeated late delivery due to traffic jams, shortage of drivers, weather conditions, and insufficient infrastructure. These delays directly affect customer satisfaction, making food to be served cold, soggy or later than anticipated and finally lowering customer satisfaction, brand loyalty and leading to complaints and cancellations. The project finds that the urban environment in Pakistan particularly, Lahore, Karachi and Islamabad have hit the saturation point such that the traditional motorbike dependent delivery model is no longer meeting the customer expectations of speed and reliability. This is why drone delivery is the innovative and strategic solution offered in the project. It has been demonstrated that drones can save a lot of time on delivery since they can fly directly to destinations without getting stuck in a traffic jam and seeing the road conditions. Wing, Flytrex, Zipline, Domino, and Zomato are just some of the examples of international companies that use drones to deliver food faster than a ground vehicle. Other global cases also report improvement in freshness of orders, customer satisfaction, operations efficiency, and environmental sustainability. The project implements these lessons to the situation in Pakistan, which implies that drone delivery can assist Foodpanda to get out of the existing constraints, minimize delays, and establish a more competitive stance in the fast-evolving online food delivery market. To justify this point, a survey of 103 Foodpanda users was performed based on a structured questionnaire. The findings are quite positive to support the phenomenon 72.82% of the respondents supported the question that they often experience delays and would prefer to receive faster delivery options. Most people also think that by using drones, they can reduce the delivery time considerably, increase the quality of food, and increase their general satisfaction. The results of the surveys suggest that the use of the drone technology is well accepted. Most of the respondents rated the drone delivery as the most useful and simplistic delivery and a substantial percentage of the respondents expressed an intention to use the service once it is offered. These findings can be attributed to the Technology Acceptance Model (TAM) which explains that perceived usefulness and ease of use are very strong influences of user acceptance of newItem Comparison between the influence of social media influencers and showbiz celebrity endorser on purchase Intention for cosmetics products, evidence from Gen Z(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) Shahrukh Ali Khan; CIIT/SP24-RBA-014/LHR; Dr. Tahira Umair; LHR TP 10093Preferences of modern consumers have been overwhelmingly influenced by digital environment. Nowadays, social media interactions, online endorsements, and exposure to public figures shape preferences and decision making. Endorsements from social media influencers (SMIs) and celebrity endorsers have become dominant tools for cosmetics brands seeking to expand market share and reach new customers. However, despite extensive use of these promotional strategies, little empirical studies have investigated their comparative influence in cosmetics industry. This study is focused over fulfilling this gap in previous research by investigating comparative influence of both endorsement strategies over the purchase intention of Gen Z in cosmetics industry. For this purpose, quantitative research was conducted with scales adapted from previous valid studies. 200 valid responses were collected, which were then analyzed using SPSS. This process incorporated descriptive analysis, reliability check and hypothesis testing. This research framework examined comparative influence of two independent variables, influencers marketing and celebrity endorsements, on purchase intention of Gen Z cosmetics consumers. Analysis indicated that endorsement by celebrity exhibits stronger and more significant impact over purchase intention of Gen Z consumers. Although influence of social media influencers was found to be comparatively weaker than celebrity endorsement, it still remained significant. These insights hold considerable implications for marketers, brand strategists and advertisers for collaborating with endorsers having perfect match for their requirements. Findings of study indicated that brands seeking to enhance purchase intention should adopt hybrid endorsement strategy to get comprehensive outcomes. Furthermore, this study offers an empirical foundation by contributing to existing academic literature for future research. Overall, this study demonstrates practical insights into comparative influence of social media influencers and celebrity endorsements, for all stakeholders related to cosmetics industry, academically and managerially.Item Growth of E-Wallets adoption in Pakistan(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) Shameen Ghaffar; CIIT/FA24-RBA-016/LHR; Ms. Sadia Umar; LHR TP 10106This project will discuss the adoption of e-wallets in Pakistan based on secondary data 2018-2025, and the aim of the study is to determine the essential factors of the acceptance of e-wallets, and the evaluation of growth trends in the digital payment sector. The study is based on the known theoretical frameworks, such as the Technology Acceptance Model (TAM) and the digital financial inclusion theory. The reliable sources of data were the State Bank of Pakistan (SBP), Karandaaz Pakistan, Pakistan Telecommunication Authority (PTA) and industry publications. The results show that the use of e-wallets has a fast growing trend in Pakistan. The number of active wallet users grew over the small base in 2018 to approximately 60 million users by 2024 and subsequently, it enhanced to more than 68 million users in Q3 FY25. Retail transactions are currently comprised of 88-90 percent digital payment channels as a resounding change to the cash payment system. The use of financial analysis tools such as the year-on-year growth and compound annual growth rate demonstrates that the company has been able to achieve a consistent growth of over 10 percent, which indicates the high dynamics behind the adoption of digital wallets. The paper determines that there are a number of essential drivers of this development. The key determinants became perceived usefulness and ease of use, as users are progressively using e-wallets to pay, transfer and make transactions with merchants due to convenience and efficiency. SBP regulatory frameworks and cybersecurity have ensured user trust and security based on perceived security. Moreover, making smartphones and internet more accessible, creating more awareness by advertising, and incentives like waived fees and cashbacks have also been encouraging adoption. To sum up, the use of e-wallets in Pakistan is a phenomenon of conglomeration of technology, regulation, and behavior. The research offers useful lessons to the policymakers, regulators and fintech providers to enhance digital payment systems, advance financial inclusion, and ensure sustainable development in the fintech industry.Item The Impact of Green Marketing on Organization Sustainable Performance; A Study on Textile Industry of Pakistan(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) Muhammad Wasiq Amin; CIIT/SP24-RBA-008/LHR; Dr. Aqsa Akbar; LHR TP 10090The issue of sustainability is now a critical need among the environmentally intensive sectors particularly the textile sector which is associated to high consumption of resources and destruction of environment. This study aims to investigates the influence of green marketing on the organization sustainable within the textile industry in Pakistan. The concept of green marketing is a multi-layered concept. It consist of green strategy, internal green marketing, green products, and green marketing communication using theories such as the Triple Bottom Line, the Resource- Based View, and the Stakeholder Theory and evaluate its implications on economic, environmental, and social performance. This study takes a quantitative research design with primary data being collected in the form of structured questionnaires completed by the managers and officials of textile firms in the country. Analytics of the data were performed through the Partial Least Squares Structural Equation Modeling (PLS -SEM), which provided the opportunity to simultaneously check the measurement reliability, validity, and structural relationships between variables. These findings indicate that green marketing does not always achieve the goal of enhancing organizational sustainability; rather it has selective effects. This study discovered that green marketing strategy and green marketing communication are very useful in enhancing environmental performance, whereas its impact on economic and social dimensions is not statistically significant in the short-term. These results show that the effects of green initiatives on environmental results are quicker in highly regulated, export-based industries, which are also in consistency with the theory of sustainability and the viewpoint of strategic management. This study points to the emphasis on integrating sustainability in the strategic planning process, as well as explaining the environmental initiatives in a transparent manner to attain tangible environmental benefits. This is why a long-term orientation of green marketing of textile companies is important: once the organization integrates more, it is possible to open the door to economic and social advantages in the long run, as well as to environmental progress.Item Impact of Declining Interest Rates on Sales Performance in Pakistan’s Automobile (Assemblers, Parts & Accessories) and Textile (Weaving) Sectors(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) SHAHZAIB TAHIR; CIIT/FA24-RBA-015/LHR; Dr. Sadaf Ehsan; LHR TP 10105This project analyzes the performance of Pakistan’s automobile assemblers, auto-parts and textile weaving firms over a five year period (2020-2024) in relation to significant changes in interest rates. Utilizing secondary data from publicly listed companies, PAMA, APTMA, and the SBP, the study assesses sales trends sector comparisons, and the impact of monetary tightening. The findings indicate that automobile assemblers are the most affected sector by increasing interest rates due to their substantial dependence on bank financing and CKD imports, resulting in significant declines in sales. Auto parts manufacturers exhibited moderate resilience, buoyed by consistent demand in the aftermarket. The textile weaving sector proved to be the most stable, driven by export orders, currency advantages, and access to refinancing schemes, despite facing higher energy costs. The project concluded that interest rates impact industries unevenly, emphasizing the need for sector specific strategies such as enhanced localization, financing support, export diversification, and reliable monetary policy to bolster industrial performance and ensure long-term economic stability.Item Order Delays Caused by Late Yarn Deliveries: A Supply Chain & Inventory Management Study at Kohinoor Mills Ltd(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) Ali Raza; CIIT/FA23-RBA-004-LHR; Dr. Naima Khurshid; LHR TP 10086The title of the case study is Order Delays due to Late Yarn Deliveries: A Supply Chain and Inventory Management Study at Kohinoor Mills Ltd. and is a thorough research into the long-running issue of order delays caused by the late delivery of a raw material (yarn), that continuously affects production and puts the company at the risk of losing customer confidence. The particular research study was to determine the complex internal and external factors that are leading to all these delays, determine the efficacy of existing planning and inventory management techniques and determine the drastic strategic effects of long-term operational failures. The proposed research used a qualitative and single-case study design, as it was selected to elicit the human, procedural, and systemic variables and elements that cannot be produced through quantitative data alone. The primary data was also collected in the form of semi-structured interviews with the ten most important managers and officers who work in the Production Planning (PPC), Yarn Procurement, Yarn Godown, Sales and Quality Control (QC). The insights were gathered and then subjected to Thematic Analysis that was able to identify 20 distinct themes (root causes of operational delays) and developed a detailed diagnostic framework that is specific to this environment.Item THE IMPACT OF ACQUISITION ON SHAREHOLDER WEALTH CASE STUDY OF ROYAL BANK OF SCOTLAND PAKISTAN AND FAYSAL BANK LIMITED(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) Rabiya Asim; CIIT/SP24-RBA-010-LHR; Dr. Samya Tahir; LHR TP 10091This project discussed the long term financial impact of the acquisition of Pakistan operations of the Royal Bank of Scotland into the Faysal Bank Limited in 2010. The project will seek to establish whether or not the acquisition has enhanced the shareholder wealth by using four typically utilized measures of financial performance, which are, Earnings per Share (EPS), Market Value per Share (MVPS), Return on Equity (ROE) and Price-to-Earnings (P/E) Ratio. It entails ex-post facto research design, which is quantitative and, it is founded on nine years of pre-acquisition content (2002-2010) and nine years of post-acquisition (2011-2019), all of which were collected with the usage of audited financial statements. Descriptive statistics show that all the four indicators declined after the acquisition. However, the Shapiro-Wilk based normality test indicated that the data were normally distributed and paired sample t-test could be used. The results indicate that EPS (p = 0.153) and P/E Ratio (p = 0.095) did not change significantly to mean that the acquisition had not produced a significant change on the earnings performance and investor sentiments. MVPS (p = 0.034) and ROE (p = 0.046) on the other hand dropped significantly and signaled the effect of the acquisition proving to be against the market value and profitability of the bank. The outcomes indicate that the acquisition failed to generate the long term value to the shareholders, and might have translated to financial burden due to the challenges to integrate the acquired company and its restructuring costs. The conclusion of the study is that the acquisition of RBS Pakistan did not help in raise the shareholder wealth of Faysal Bank, and in general, negatively influenced the crucial financial indicators. There have been recommendations to intensify the process of integrating upon acquisition, increase the cost, interaction with the investors, audit synergy, and reassessment on the future growth plans. The restraints provide the use of secondary data and financial- indicators, which excludes the opportunities of the future work that should be oriented to the qualitative variables, comparative bank researches, and event-studies.Item Determinants of Financial Performance in the Pakistani Commercial Banking Sector: A Panel Data Analysis of Bank-Specific & Macroeconomic Factors(Library Information Services, COMSATS University Islamabad, Lahore Campus, 2025) Syed Faizan Ul Hassan; CIIT/SP24-RBA-016-LHR; Imran-ur-Rehman; LHR TP 10094The profitability of commercial banks is important in the financial stability and could contribute to the economic growth, especially in emerging economies like Pakistan. This research paper focuses on the determinants of bank profitability in Pakistani commercial banking industry whereby the effects of both internal factors within the bank as well as the effects of the chosen macroeconomic variables are analyzed. The proposed research paper applies the method of a quantitative research design based on the approach of a balanced panel on the sample of the top seven commercial banks in the United Arab Emirates, namely, the United Bank Limited, Muslim Commercial Bank, Askari Bank, Faysal Bank, Bank of Punjab, and Meezan Bank over the years (2018-24). Return on Assets (ROA) and Return on Equity (ROE) are used to measure the profitability of banks. The independent variables are credit risk, operational efficiency, capital adequacy, bank size, GDP growth and inflation. The panel data regression methods are used to gauge the correlations among the variables. The empirical results respond that operational efficiency is the most influential factor that has a strong negative influence on both ROA and ROE. The impact of credit risk on profitability is negative, which is statistically significant and larger on ROE, indicating its negative influence on profits of shareholders. Capital adequacy has a negative relationship with ROE implying that increasing the capital base could dilute equity returns even though capital base increases financial stability. Bank size has a positive impact on the ROE, which shows that bigger banks have scale benefits. Conversely, the statistically significant implication of GDP growth and inflation on bank profitability over the course of the study is not found. In general, the paper finds that internal bank specific variables are more decisive to the profitability than the macroeconomic factors. The research findings are useful to both the bank management and regulators especially the State Bank of Pakistan in the development of policies that will help improve efficiency, improve risk management.