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How Intellectual Capital and Big Data Analytics Effect on Corporate Performance
No full textThis research aims to investigate the nexus of intellectual capital (IC), big data capabilities (BDC), and corporate performance (CP), further to provide a comprehensive quantitative analysis of these dynamics. Grounded in the Resource-Based Theory, the research examines how IC and BDC contribute to CP and the role of decision-making and policy implementation in achieving business objectives. The theoretical framework identifies IC as comprising three key dimensions: Human Capital (HC), Structural Capital (SC), and Relational Capital (RC), with BDC as a critical enabler of enhanced CP. The study employs a quantitative research design, collecting data through a structured survey questionnaire adapted from prior studies. The target population comprises officers in Pakistan, while the sample includes 120 respondents from the operational and middle management levels of leading organizations across various industries in Pakistan. Data analysis is conducted using SPSS for preliminary statistical tests and PLS (Partial Least Squares) for structural equation modeling, enabling the examination of both individual and combined effects of IC and BDC on CP. The analysis reveals significant positive relationships among all variables under study further, each dimension of IC exerts a meaningful impact on CP and also BDC complementing the role of IC in corporate outcomes
Rashid\u27s shattered mirrors
No full textNoon Meem Rashid is a pioneering and unique Urdu poet whose modernist poetry combines intense subjectivity with deep engagement with history, mythology, and classical Persian influences. His work, often challenging and abstract, departs from conventional poetic forms, emphasizing reading over performative recitation. Rashid’s innovative use of rhythm, sound, and structure marks a milestone in Urdu literature, bridging the ancient and the contemporary. Despite his greatness, he left no successors or poetic school, standing alone in literary history as a “poet of poets” whose work continues to demand careful reading and reflection
Generating Realistic Sensor Data For IOT Based Environment
No full textSynthetic data, generated by generative models (in popular literature, generative artificial intelligence), are impacting the way further machine learning models are learnt. They have the advantage of 1) being rapidly available on demand without the need for human centric data gathering and curation, 2) preserving privacy by k-anonymizing real physical entities (people, business process touchpoint, etc.) to aid the cause of safe, secure, and responsible AI, 3) being relatively free of acquisition artefacts such as missing or corrupted data. In recent years, the concept of data generation has been extended to time series applications, and many powerful models have been developed. This study proposes a resilient machine learning framework designed specifically for complex surroundings such as power plants or any industrial environment where sensors are installed and time series data is generated continuously. In conditions where the sensor fails or malfunctions, our framework has the capability of producing synthetic data that has similar properties and characteristics to the original data making the system more resilient, robust and eliminating potential hazards. This study examines different time series data generation approaches, such as GANs, autoencoders, and diffusion models, to generate time series sensorial data in the complex industrial environment. By analyzing the performance of these methodologies, the research aims to provide valuable insights into the advantages and disadvantages of these methods and generate sensorial data with the most effective approach, which will help in more reliable, accurate, and useful data generation that can be used in place of the original data, following the same dynamics and distribution
Friends, colleagues remember Zubeida Mustafa at CEJ-IBA event
No full textThe Centre for Excellence in Journalism (CEJ-IBA) hosted a memorial event to honor veteran journalist and former Dawn assistant editor, Zubeida Mustafa. Colleagues and friends highlighted her integrity, intellectual rigor, and quiet leadership. Senior journalist Ghazi Salahuddin recalled how she enriched journalism with her research-based approach, even expanding Dawn’s reference library. Former colleagues including Muna Khan, Sumera Naqvi, Rumana Husain, Rizwana Naqvi, and Zofeen T. Ebrahim shared personal stories of mentorship, encouragement, and her “tough love” that shaped their careers. Despite failing eyesight, she remained committed to her work, even learning braille. Remembered as caring, principled, and inspiring, Zubeida Mustafa’s legacy was celebrated as that of a change agent who empowered colleagues, advanced women’s voices in journalism, and left behind an enduring impact on Pakistani media
CEJ marks a decade of excellence in evolving media landscape of Pakistan
No full textIBA’s Centre for Excellence in Journalism (CEJ) marked its 10-year anniversary with a grand event titled “A Decade of Excellence” at the JS Auditorium, City Campus. The celebration gathered journalists, diplomats, academics, and students to honor CEJ’s role in strengthening ethical and innovative journalism in Pakistan. Dr. S. Akbar Zaidi highlighted CEJ’s academic and media impact, noting AI’s growing influence and urging dialogue between democracy and journalism. US Consul General Scott Urbom praised CEJ’s partnership in promoting press freedom, skills development, and youth empowerment. Veteran journalists Hamid Mir and Azhar Abbas reflected on censorship, newsroom pressures, and challenges to press freedom. Director Shahzaib Jillani acknowledged CEJ’s decade-long journey of trainings, workshops, and partnerships. The event also featured panel discussions on AI in journalism, fact-checking against disinformation, and video reflections from leading academics. Since 2015, CEJ has trained thousands of journalists and pioneered media development initiatives in Pakistan
Building the Serum Category in Pakistan (L’Oréal Paris Skincare)
No full textThis project, Building the Serums Category in Pakistan, is developed for L’Oreal Paris Pakistan Limited with the aims and objectives of exploring the consumer journey and understanding their attitude towards and usage of skincare in Pakistan, with a specific focus on serums. The principal objectives involve conducting an in-depth Usage & Attitude study to gain comprehensive insights into the behaviors, preferences, and perceptions of Gen Z and Gen M beauty consumers in Pakistan.
The target group comprises males and females aged 18-45 from Karachi and SEC A/B segments. The study further aims to map the complete consumer journey for serum purchases, identifying key touchpoints, motivations, and barriers. Additionally, the research will propose strategic solutions and category growth opportunities to strengthen the serums segment in Pakistan while positioning L’Oréal Paris as the world\u27s number one skin brand in the minds of local consumers. The research design incorporates both primary and secondary sources through In-depth interviews, Focus Group Discussions, and Retail Landscape Analysis across critical regions in Karachi.
The key findings from this study compellingly reveal a growing consumer preference within Pakistan’s skincare market for ingredient-specific, science-backed products that offer targeted solutions for common skin concerns like pigmentation, acne, and hydration. The analysis highlights those young, urban women aged 18–24 — the dominant consumer segment — increasingly prioritize serums containing active ingredients such as glycolic acid, hyaluronic acid, and salicylic acid for their perceived functional benefits. In parallel, social media platforms, particularly Instagram and TikTok, along with dermatologists’ endorsements, play a decisive role in shaping awareness and purchase decisions, with reels, UGC, and doctor-led content acting as primary triggers.
This research underscores the necessity for L\u27Oréal Paris to reposition itself as a credible, expert-driven skincare brand by amplifying dermatological endorsements, refining its digital content strategy, and leveraging the influence of micro and mid-tier content creators. Recommendations include reworking Instagram content to align with international visual benchmarks, creating ingredient-education reels, and conducting on-ground activations at universities. A focus on clear, functional messaging and visible, clinically validated results will not only strengthen L\u27Oréal’s competitive standing against brands like The Ordinary and Conatural but also address prevailing consumer barriers of trust and product efficacy skepticism, fostering stronger brand-consumer relationships within Pakistan’s evolving beauty landscape.
Keywords: Skincare trends, Consumer behavior, Competitive analysis, Consumer awareness, Brand consciousness, Reviews, Functionality
Digital Twin Lifecycle Integration and Optimization Framework (DTLIO)
No full textThis research introduces a new framework for developing and integrating digital twins across diverse industries and domains. Existing frameworks suffer from several limitations, including lack of standardization, limited interoperability, insufficient scalability, and inadequate governance mechanisms. These challenges significantly hinder the widespread adoption and effective implementation of digital twin technology across different sectors. The proposed Digital Twin Lifecycle Integration and Optimization (DTLIO) framework addresses these limitations through four key components: (1) a Digital Twin Definition Language (DTD) for standardized modeling, (2) a Digital Twin Integration Platform (DTIP) for seamless interoperability, (3) a Digital Twin Optimization Engine (DTOE) for performance enhancement, and (4) a Digital Twin Governance Framework (DTGF) for ensuring data quality and security. This comprehensive approach enables organizations to manage the entire lifecycle of digital twins in a standardized and tested manner. This thesis contributes to the field by providing a unified, scalable, and secure approach to digital twin lifecycle management. It addresses the critical gaps in existing frameworks while establishing a foundation for future research and development in this rapidly evolving domain
Dr Ishrat Hussain\u27s Message to Youth of Pakistan
No full textIn this inspiring episode of Campus Chronicles, Dr. Ishrat Hussain shares his motivational message and guidance for the youth of Pakistan
Acceptance of Central Bank Digital Currency in Pakistan in a Modified UTAUT2 Framework
No full textThis study investigates the factors influencing consumer acceptance of Central Bank Digital Currency (CBDC) in Pakistan by extending the Unified Theory of Acceptance and Use of Technology (UTAUT2) model. This study integrates Perceived Trust (T) as moderator and Shariah Compliance (SC) and Perceived Credibility (PC) as mediator to fit the model according to unique religious and socioeconomic context of Pakistan. After collecting data from 332 respondents were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The result of the study indicates that Use of CBDC is most affected by Performance Expectancy (PE), Effort Expectancy (EE) and Facilitating Conditions (FC). The study also confirms the moderating role of Perceived Trust on CBDC and mediating role of PC and Behavior intention (BI) to Use CBDC. Notably SC was not found to be a significant mediator, suggesting it may serve as an underlying contextual factor rather than a direct driver of adoption.
In conclusion, this research extends the UTAUT2 framework by providing empirical evidence for the factors influencing CBDC acceptance in Pakistan, emphasizing the critical roles of PE, EE, BI, and PC. These findings offer valuable insights for State Bank of Pakistan aiming to promote the successful adoption of CBDCs in the country
Training Needs Assessment (TNA) for 200 Radiation Workers at Dow University of Health Sciences
No full textThis proposal provides a framework for Training Needs Assessment (TNA) for 200 radiation workers at Dow University of Health Sciences (DUHS), with the goal of improving radiation protection capabilities, regulatory compliance, and a culture of ongoing professional development. Consistent with national and global regulators as well as human resource management best practice standards, the Assessment will systematically divide the workforce by experience, role, and level of exposure to identify job specific skill gaps and knowledge deficiencies