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Can Islamic marketing strategies and practices be a source of competitive advantage for Shariah-Compliant Companies? An exploratory study of FMCG firms
No full textThere is a notable research gap regarding the practical implementation of Islamic marketing strategies and practices in the Fast-Moving Consumer Goods (FMCG) sector and their role in achieving sustainable competitive advantage. Despite Islamic marketing\u27s growing academic and practical prominence, empirical inquiries into its effect on competitive performance in emerging markets like Pakistan are limited. Specifically, clarity is needed on how Islamic marketing strategies translate into distinctive competitive advantages compared to conventional marketing approaches.
To address this gap, this study is guided by three research questions: 1.Why Islamic marketing strategies and practices are implemented by Shariah-compliant FMCG companies in Pakistan; 2. How they provide a competitive advantage to these companies; and 3. What challenges are faced during implementation.
The methodology employs a qualitative-inductive approach within the philosophical lens of critical realism. An embedded case study strategy is used, with the marketing function of Shariah-compliant FMCG companies in Karachi, Pakistan as the main case and marketing managers/decision makers as the unit of analysis. Participants will be selected using purposive and snowball sampling, targeting 12-15 individuals for data saturation. Data collection will primarily involve semi-structured interviews analyzed using thematic analysis. The study has a cross-sectional time horizon.
The potential contribution of this research is multifaceted. It aims to enrich empirical literature on Islamic marketing in the FMCG sector from a strategic marketing management viewpoint and add to the understanding of sources of competitive advantage. Furthermore, findings can assist marketing professionals in Shariah-compliant firms develop effective, ethically-aligned strategies and provide valuable insights for policymakers and Shariah advisory bodies
How Can Lipton Increase Its Market Share Of Teabags In OOH
No full textLipton Teas and Infusions has experienced a sharp decline in its teabag market share within the Out of Home (OOH) consumption channel in Karachi, despite its long-standing dominance. This Experiential Learning Project (ELP) explored the causes behind this downturn and proposed actionable solutions. Research revealed that Lipton’s premium pricing, while supported by global brand equity, fails to resonate with cost-sensitive procurement managers who prioritize affordability, reliability, and convenience over brand image. Competitors like Tapal and Vital have gained ground by offering lower-cost alternatives. Interviews with distributors, sales staff, and OOH clients across key industries further indicated that tea is largely perceived as a commodity, with minimal brand loyalty. The study also identified a significant issue of retail leakage, where smaller buyers acquire Lipton products through informal channels, undermining sales tracking and customer engagement. To counter these trends, the report recommends direct engagement with small and informal buyers, outreach to under-served segments like co-working spaces, and partnerships with lifestyle venues. Additionally, enhancing product quality, such as through pyramid tea bags, could help reinforce Lipton’s value proposition. These strategies aim to rebuild market share, improve visibility and sales data accuracy, and better align Lipton’s offerings with the practical priorities of OOH clients
Alfa BNPL - Expanding the Horizons
No full textThis report provides detailed insights into Bank Alfalah Islamic’s newly launched digital product, Buy Now Pay Later (BNPL). It covers various aspects of Shariah-compliance, mainly on the implementation of Islamic finance principles such as Muswamah acting as a replacement of the currently used structure. Moreover, the report stresses upon various factors that make Alfa BNPL unique, such as its Islamic nature gives it a competitive edge from its conventional counterparts. This project analyzes how Bank Alfalah incorporated latest technologies to launch this innovative product solution before its competitive Islamic Banks. However, as Alfa BNPL has failed to match its financial potential, this report highlights several reasons for its low profitability, and consequently provides recommendations in the form of an extensive marketing plan. Additionally, a holistic BNPL user journey is provided which is improved in terms of complexity and aesthetics. We hope the findings of this report makes positive contributions in the field of Islamic finance
Exploring the Role of Bureaucracy (Civil Servants) for Economic Governance and Development in Pakistan
No full textPakistan ranks 161st out of 192 countries and territories on the 2019 Human Development Index (Naveed & Gordon, 2024). This ranking reflects significant challenges in achieving sustainable economic and human development. A key factor contributing to Pakistan’s economic struggles is the inefficiency of its governance systems, which has been worsened by ineffective political leadership, lack of transparency, and weak institutional frameworks. The assertion that Good governance is the prerequisite for economic and human development (Adnan, M., & Fatima, B., 2018) underscores the need for institutional reforms, particularly within the civil service, which plays a pivotal role in governance. Pakistan\u27s bureaucracy, composed of civil servants, is crucial for implementing public policies, managing state functions, and contributing to economic progress. However, the nation has faced recurring challenges regarding the capacity and effectiveness of its bureaucracy in supporting economic development. This study, therefore, seeks to explore the role of bureaucracy (civil servants) in fostering economic governance and development in Pakistan, addressing both the strengths and weaknesses inherent in the system.
Pakistan\u27s governance system has been repeatedly criticized for its inefficiency and poor implementation of policies. Over the years, political interference, lack of professional training, and an insufficient evaluation mechanism have impeded the effectiveness of civil servants, ultimately hindering the country’s economic and social progress. This research aims to identify the factors that affect the efficiency and competence of Pakistan\u27s bureaucracy and evaluate how these factors influence the broader economic landscape. The study adopts a case study methodology, using various data sources, including government reports, interviews with bureaucrats, and analysis of policy documents. Data collection methods focused on understanding the impact of bureaucratic performance on economic governance and the overall development process.
The findings indicate that there are noticeable improvements in economic governance in areas where civil servants have the autonomy to perform their duties without excessive political interference. Competent and efficient bureaucrats who adhere to merit-based recruitment and training systems have successfully implemented policies that stimulate economic growth and development. Such areas also show better governance outcomes, including enhanced public sector delivery, improved service quality, and a more efficient allocation of resources. Conversely, regions where bureaucratic structures are weakened by political influence and a lack of accountability display stagnation in governance and economic performance.
In analyzing civil servant policies related to recruitment, training, and performance evaluation, the study finds that systemic weaknesses in these areas undermine the effectiveness of the bureaucracy. Pakistan’s civil service recruitment process often fails to prioritize merit, and the lack of continuous professional development opportunities for civil servants further exacerbates inefficiencies. Furthermore, the absence of a robust performance evaluation mechanism leaves room for nepotism and corruption, both of which contribute to poor governance outcomes. The study highlights the challenges civil servants face, including political pressures, inadequate resources, and institutional inertia, which significantly hamper their ability to drive economic progress.
The research also identifies the crucial role of bureaucrats in implementing economic policies designed to foster sustainable development. It suggests that when civil servants are empowered to act independently, their contributions can be transformative. A focused approach to improving bureaucratic capacity—through enhanced training, transparent recruitment processes, and a more rigorous performance evaluation system—could unlock the potential of Pakistan’s bureaucracy to drive meaningful economic change.
In conclusion, the study offers several recommendations for policy reforms, practical interventions, and future research. It suggests that strengthening the autonomy of the bureaucracy, addressing political interference, and implementing comprehensive civil service reforms are essential to improving governance and spurring economic development in Pakistan. Additionally, further research is needed to explore the specific ways in which civil servants can be better equipped to navigate contemporary challenges, particularly in an increasingly complex and globalized world.
This study aims to contribute to the ongoing discourse on governance reform in Pakistan and provide actionable insights for policymakers, researchers, and practitioners interested in improving the role of the bureaucracy in fostering sustainable economic and social development
Accelerating Makeup Category
No full textThis report tends to explore ways at how Loreal Pakistan can grow its makeup brand Maybelline by enhancing its kiosk experiences, in terms of placements, Shop-in-Shop Model and loyalty programs.
The major aim of the research was to explore newer ways to create consumer value.
The study found innovative insights, whereby incorporating Artificial Reality try-ons, rotating kiosks at events can help generate engagement and attraction, translating into sales growth. The study highlights better training of BAs as they are vital to customer purchasing journey. And furthermore, the report explores a tiered loyalty program offering points, kickbacks and special perks for Prestige Members which would build the long-term brand-to-customer relationship and loyalty.
The breakthrough of this report is the recommendation of a rotating Kiosk model of Maybelline which will rotate around and setup temporarily at major fashion and bazaar events at Karachi such as Mashion Bazaar, Locate and Bridal Expos. This is meant to enhance brand visibility and engagements while negating the burden of a fixed cost. It will also mean that the kiosks would receive a high volume of shoppers as these events center around festivals and celebrations. Thereby the setup costs would be sustainable and more profit generating as it does not come with the burdensome operating expenses of a regular kiosk.
Lastly, the report also explores the recommendation of collaborating with local influencers vs expensive ad campaigns. To succeed in such a competitive female-centric consumer market, it is vital to conduct constant research, generate insights from consumer communications and ensure the brand-to-consumer trust and relationship is held as a priority.
Lastly, the report gives emphasis on ensuring that ethical grounds are maintained while creating value for brand as this is the hallmark of ethical and fair research. Throughout the course of the project, all various studies conducted were done so with consent of the candidates while preserving anonymity and ensuring that consumer data is kept private. At every stage, the implication of sharing their experiences was made clear to candidates as well as how their shared data would be used
Autobiography detailing key events in judicial history launched
No full textAt IBA Karachi, the autobiography Adliyah Mein Mere 44 Saal by retired Justice Agha Rafiq Ahmed Khan was launched, chronicling his personal and professional journey through Pakistan’s judicial system. The book highlights key moments in judicial history, systemic issues like nepotism and favoritism, and emphasizes the urgent need for timely justice. Legal experts and dignitaries at the event praised the book as a valuable, first-hand account of judicial appointments and challenges. Justice Khan called on the district judiciary to ensure quick and fair delivery of justice, stressing its critical role in public trust and legal integrity
The Influence of Self-Presentation on Self-Esteem and Social Anxiety Among University Students in Karachi
No full textThis research explores how self-presentation, the act of managing how one appears to others, affects self-esteem and social anxiety among university students in Karachi. As students in this age group are constantly navigating social, academic, and digital spaces, their mental health is often influenced by how they manage their public image. The study focuses on students aged 18 to 25 from different universities in Karachi.
Using a quantitative approach, the study involved an online survey with three standardized psychological scales, one each, for self-presentation, self-esteem, and social anxiety. Data was collected from 100 participants. The results were analyzed using Pearson correlation to identify the relationships between these three variables.
The findings showed that students who engage more in self-presentation tend to have lower self-esteem and lower social anxiety. These results were interpreted in light of cultural expectations, the rise of social media, and the pressure to appear successful. The study contributes to growing research on student mental health in Pakistan and highlights the importance of understanding how external image management can affect young people’s inner psychological well-being
US Education Fair
No full texthttps://ir.iba.edu.pk/career-development-center-gallery/1025/thumbnail.jp
CDC’s Inter-City Study Trip: Isl-Bagh
No full textThe IBA Career Development Center (CDC) organized a three-day Inter-City Study Trip to Islamabad and Bagh, AJ&K from April 14 to 16, 2025, providing third- and final-year students with valuable cross-sector exposure and career insights. As part of the trip, students visited Teach for Pakistan, S&P Global, and Jazz, gaining firsthand knowledge of leadership development, global finance and IT operations, and digital innovation. They also toured Systems Limited and the all-female-led Bagh Grammar School, exploring tech-driven career paths and inclusive educational models. The trip concluded with a visit to CareCloud’s head office in Bagh, a healthcare tech company creating employment in remote regions and serving as the official travel and accommodation partner. This immersive experience enabled students to connect academic learning with real-world application, enhancing their professional readiness and industry awareness.https://ir.iba.edu.pk/career-development-center-gallery/1056/thumbnail.jp
Towards Secure APIs: A Survey on RESTful API Vulnerability Detection
No full textRESTful APIs have been adopted as the standard way of developing web services, allowing for smooth communication between clients and servers. Their simplicity, scalability, and compatibility have made them crucial to modern web environments. However, the increased adoption of RESTful APIs has simultaneously exposed these interfaces to significant security threats that jeopardize the availability, confidentiality, and integrity of web services. This survey focuses exclusively on RESTful APIs, providing an in-depth perspective distinct from studies addressing other API types such as GraphQL or SOAP. We highlight concrete threats—such as injection attacks and insecure direct object references (IDOR)—to illustrate the evolving risk landscape. Our work systematically reviews state-of-the-art detection methods, including static code analysis and penetration testing, and proposes a novel taxonomy that categorizes vulnerabilities such as authentication and authorization issues. Unlike existing taxonomies focused on general web or network-level threats, our taxonomy emphasizes API-specific design flaws and operational dependencies, offering a more granular and actionable framework for RESTful API security. By critically assessing current detection methodologies and identifying key research gaps, we offer a structured framework that advances the understanding and mitigation of RESTful API vulnerabilities. Ultimately, this work aims to drive significant advancements in API security, thereby enhancing the resilience of web services against evolving cyber threats