Navigating the Institutional Landscape: The Dynamics of Operant Resources and Value Co-Creation for Service Innovation In Pakistani ICT Firms

Articles in Press

Document Type : Research Paper

Authors

Hailey College of Commerce, University of The Punjab.

10.22059/ijms.2025.382793.677053

Abstract

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.

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Interdisciplinary Journal of Management Studies

Articles in Press, Accepted Manuscript
Available Online from 13 April 2025

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