Department of Management Science

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    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 10112
    In 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.
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    Comparative Study of Digital and Traditional Marketing Impact on SME in Pakistan
    (Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Rab Nawaz Hassan; CIIT/FA23-RBA-022/LHR; Dr. Sidra Ramzan
    Although starting with the basics of marketing might not seem required, it is essential to establish a shared framework for analyzing marketing issues in a modern context. Having a fundamental understanding of the term "marketing," which is used in many contexts, is important. In the context of marketing, "marketing" refers to activities that generate value through communication between groups. An important socioeconomic activity, marketing has been around for hundreds of years. An essential activity for both improving community welfare and satisfying human desires. The foundation of marketing is production. By distributing goods and services, it helps manufacturing activities succeed. Through marketing, producers and consumers are brought together for mutual benefit. It facilitates the process of transferring control over goods and services to clients. If a sufficient marketing plan is not in place to make the products created available to consumers, the production process will be deemed useless. The practice of advertising and selling a business's products or services online is known as digital Marketing. Online marketing relies on emails or websites to connect with consumers, and it is frequently combined with e-commerce to facilitate business dealings for every participant.
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    The Use of Market Public Relations to Influence Brand Image in the Pakistani Automobile Industry
    (Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Shahbaz Ali; CIIT/FA23-RBA-023/LHR; Dr. Aqsa Akbar; LHR TP 9616
    This paper analyses the application of Market Public Relations (MPR) in the process of developing brand image within car manufacturing industries in Pakistan. Pakistani Automobile sector market public relations have an important role to increase the sales by building up brand image among its customers. With rapid growth in the sector fueled by increasing consumer demand and government incentives, the competitive landscape has necessitated innovative approaches to brand building. The study focuses on MPR strategies, which integrate public relations with marketing objectives to enhance awareness, stimulate sales, and build lasting consumer relationships about brands. A qualitative method is employed interviews with marketing managers and secondary data analysis, to assess MPR's impact on brand image. The analysis revealed that MPR activities positively affect customers to rely on brand image. The findings from the interviews are presented based on the following themes include public relations, customer engagement, enhance brand activities, and event marketing. Effective MPR, through media relations, event sponsorships, and storytelling, enhances credibility, trust, and emotional connections. For instance, companies like Toyota and Suzuki have successfully utilized community engagement and media campaigns to boost brand perception. We conducted a thematic analysis to analyze the data of this project. The analysis finds out that market public relations impacts brand image. The findings from the interviews are presented based on the following themes media relations and event sponsorships. These themes are positive impact on the brand’s quality, reliability, and innovation. The project highlights the significant role of market public relations in influencing brand image within the Pakistani automobile industry. MPR activities can successfully enhance consumer perceptions and drive brand loyalty, but challenges such as features differences and customer choice require careful consideration in MPR strategy design.
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    AI-Enhanced Human Resources Management Practices in Pakistan
    (Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) M. USMAN MAQSOOD; CIIT/FA23-RBA-018/LHR; Dr. Sidra Ramzan
    As a consequence of technology breakthroughs, the world changes quickly. The goal of the twenty-first century is to establish a direct link between work effectiveness and completion time. For HRM operations to be successful, they must be both efficient and effective. Artificial intelligence (AI) has the potential to improve employee engagement, decrease repetitive tasks, and save time. Nevertheless, it interferes with HR functions like hiring and performance reviews. For example, In-person encounters could be emotionally draining. Training and education for HR managers is crucial, as is their ability to adapt to new situations. AI has the potential to greatly accelerate this development. The use ofAI might greatly enhance HRM practices on a global scale.
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    Factors Influencing Motivation and Work Engagement of Health Care Professionals
    (Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Sikandar Mustafa; CIIT/ FA23-RBA-029/LHR; Dr. Fahmeed Idrees; LHR TP 9618
    Healthcare workers should be motivated and engaged at work for quality care and maintaining effectiveness of healthcare systems. The current study examines factors affecting these constructs, specifically the impact of environmental factors, including work-life balance and cultural recognition and policies; organizational factors, such as leadership and workplace culture, professional development opportunities and individual factors, such as emotional intelligence, flexibility and intrinsic motivation. Problems such as stress, overwork and the lack of resources often weaken motivation and engagement. This study focuses on strategies for solving these problems, including such tactics as innovative management, a good work environment and flexible building initiatives. Through the implementation of these practices, healthcare organizations can assure long-term sustainability in a stressful healthcare environment, enhance quality patient outcomes and also foster workforce well-being.
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    TALENT ACQUISITION OF GIG WORKERS IN PAKISTAN
    (Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Noor-ul-Subha; CIIT/ FA23-RBA-021/LHR; Dr. Muhammad Fahad Javaid
    This study investigates the developing landscape of talent acquisition for gig workers in Pakistan, a nation seeing a quick shift towards flexible employment models. As the gig economy extends, traditional recruitment methods are turning out to be less compelling in drawing in skilled freelancers and temporary workers. This examination expects to distinguish the unique difficulties and opportunities related with recruiting gig workers, accentuating the requirement for imaginative techniques that take special care of this different labor force. Through subjective meetings and overviews with businesses and gig workers, the study reveals key factors influencing recruitment decisions, like the significance of digital platforms, the job of social media, and the meaning of reputation and confidence in the gig economy. The discoveries uncover that associations should adjust their employing practices to connect successfully with gig workers, zeroing in on straightforwardness, adaptability, and the utilization of innovation to smooth out the recruitment cycle. Eventually, this exploration features the need for businesses in Pakistan to embrace a more powerful way to deal with talent acquisition, guaranteeing they can draw in and hold the best gig workers in a cutthroat market. Thusly, associations can improve their functional proficiency and add to the development of the gig economy in the area.
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    Managing financial risks in Pakistan startups amid economic turbulence
    (Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Nimra; CIIT/FA23-RBA-020/LHR; Dr. Ibrahim Abdullah; LHR TP 9597
    This study investigates the financial risk management practices of startups in Pakistan amidst economic turbulence. While the country’s startup ecosystem has witnessed remarkable growth in sectors like e-commerce and fintech, challenges such as economic instability, inflation, currency fluctuations, and regulatory barriers pose significant financial risks. Using a qualitative research approach, this study examines key financial risks—market, liquidity, operational, and credit—and evaluates the effectiveness of current risk mitigation strategies. The research focuses on Airlift Technologies as a case study to highlight the challenges of managing financial risks in a volatile environment. Findings suggest that startups face major hurdles, including inconsistent funding, rising operational costs, and policy unpredictability. The study underscores the need for improved access to funding, technological adoption for financial management, and government support to create a conducive environment for startups. Recommendations include enhanced financial planning, diversification of revenue streams, and better regulatory frameworks to ensure the survival and growth of startups in Pakistan’s challenging economic landscape.
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    Product Marketing VS Service Marketing: Key Differences and Their Impact on Consumer Behavior
    (Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Muhammad Ali Sher; CIIT/FA23-RBA-015/LHR; Dr. Zafar Uz Zaman Anjum
    Marketing is an essential function that bridges the gap between an organization and its customers, facilitating communication of value propositions, creation of brand loyalty and revenue generation. But rates of growth in marketing tangible products and intangible services in a market differ greatly as they are very different offerings. On the other hand, product marketing is about marketing physical goods that have measurable attributes, and service marketing is about creating value through experiences for customers. Such variations necessitate approaches that are tailored to consumer needs and behavior.
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    Impact of ESG Factors on Financial Performance of the Fertilizer Industry in Pakistan
    (Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Abeera Fatima; CIIT/FA23-RBA-001/LHR; Dr Samya Tahir; LHR TP 9610
    This study examines the impact of Environmental, Social, and Governance (ESG) practices on the financial performance of firms in Pakistan's fertilizer industry. Using Return on Assets (ROA) as a measure of financial performance, the research aims to determine whether integrating ESG initiatives contributes to profitability and sustainability. A multiple regression analysis was conducted with ESG scores and firm age as independent variables to assess their relationship with ROA. The results reveal that ESG practices significantly and positively influence financial performance, with higher ESG scores leading to improved ROA. This highlights the growing importance of sustainable business strategies in enhancing organizational value. On the other hand, the age of the firm, while positively correlated with ROA, does not have a statistically significant impact, suggesting that other factors, such as operational efficiency and strategic focus, play a more critical role in determining profitability. The study's findings provide actionable insights for policymakers and industry stakeholders, emphasizing the need for adopting ESG principles to achieve long-term financial growth. The research also contributes to the limited literature on ESG's impact in Pakistan's context, particularly within the fertilizer sector, which is integral to the country’s economic development.
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    The Qualitative Study: The Impact of Operational Deficiencies on the Marketing performance in Textile Sector (AZGARD NINE LIMITED)
    (Library Information Services, COMSATS University Islamabad, Lahore Campus, 2024) Muhammad Nouman; CIIT/FA23-RBA-017/LHR; Dr. Zafar Uz Zaman Anjum; LHR TP 9613
    The main objective of this report is to determine to what extent the operational deficiencies that are accumulating in the process department impact the organizational Marketing performances. These operational deficiencies form a major issue to the marketing department and have a bad effect on the organization performance and on customer relation and many other aspects. I select AZGARD NINE LIMITED and analyze the operational imperfections from where the organizational performance and afterward it will affect the marketing performance. We will be focus on the problem as well as operational deficiencies that are confronting AZGARD9, the department of AZGARD9 is confronts many problems and those problems are creating a big hurdle in the growth marketing performance. Therefore, I have done interview from the manager of targeted departments and collected maximum data for data analysis Nearly collect data for these department because these are the back born of the company without it a company can’t survive. I have begun this interview with the questions. In essence this study seeks to establish the extent to which the operational environment hampers marketing within the textile sector with emphasis on Azgard9 Nine Limited the textile manufacturing firm. Nowadays the textile industry has to complete vast list of obstacles related to operational inefficiencies such as supply chain problems, production time loss, and quality control. These operational deficiencies translate and impinge on the marketing domain and therefore impair the levels of customer satisfaction, erode brand equity, and ultimately sales yield. The objectives of the project for the Azgard9 Nine Limited are to discover major operations gaps for the organization and determine how these gaps are preventing marketing initiatives as product advertisement, distribution, and consumer relations. Using both micro level and macro level data, this project will examine the degree to which marketing operational issues reduce marketing effectiveness and draw on those findings to develop recommendations for enhancing operational performance and marketing results. Using the combination of the qualitative project approach, such as interviews with key individuals and an examination of company results, this project will deliver the recommendations for Azgard9 Nine Limited that will contribute to its operational success and enhanced marketing performance. Finally, the results provide suggestions, which should shed light on strengthening the position of operational processes with regard to the strategic directions of macro activities and, therefore, improve the company’s efficiency and competitiveness in the textile sector.