Javeria Khalid , Chaudhary Kashif Mahmood , Tayyiba Khalil , Imran Manzoor

Gender Disparities in Career Development: Obstacles Faced by Women in the Public Education Sector

This study investigates the multifaceted and deeply entrenched gender disparities that impede women's career development within Pakistan's pub...

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Tanveer Akhtar, Dr. Lily Julienti Abu Bakar, Dr. Maliani Mohamad

Revisiting Entrepreneurial Orientation in the Digital Age: The Moderating Role of AI Adoption and Mediating Role of Firm Performance in Pakistani Firms

This paper reconsiders the phenomenon of the entrepreneurial orientation performance nexus in the digital age by verifying whether the adoption of art...

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Ifrah Tehreem Salman, Dr. Anam Tariq

High-Performance Work Systems and Innovation Performance: A Dynamic Capability Perspective

This study examines how high-performance work systems (HPWS) enhance innovation performance through dynamic capabilities (DCs), conceptualized as lear...

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Maham Imran, Abdullah, Muatter Zahra, Qalab-e-Abbas, Saroosh Irfan, Umair Ullah Naeem, Muhammad Ahmad Bin Yousaf, Muhammad Umar

The Impact of Ephemeral Content Marketing on Advertising Value: The Mediating Role of Self-Brand Connection and Customer Engagement

Social media platforms have dramatically reshaped how brands and consumers communicate, and ephemeral content marketing has become one of the most imp...

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