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A Pathway to Work Engagement: Examining the Interplay Between Work-Life Balance, Emotional Intelligence, and Perceived Organizational Support Among Working Mothers
No full textThe study examines the impact of emotional intelligence on work engagement
Buycott and Boycott: Digital Activism Through Facebook Community
No full textFollowing the escalation of the Gaza genocide in October 2023, consumers took a stand on the crisis by boycotting and buycotting brands. This research aims to understand people\u27s engagement in political consumerism (Stolle et al. 2005) through participatory actions such as boycott and buycott (Deth 2014) of Israeli-made goods and goods made by countries supporting Israel. The purpose of such actions is to showcase consumer power by voting for (against) the appropriate (inappropriate) practices of parties (Cıftcı, 2020).
Facebook is an important platform that helps political consumers connect, communicate, understand, belong, and propagate their concepts and identities. This paper presents a netnographic study analyzing narratives that shape political consumerist identities in the Global South. This research explores posts from the public Facebook group Pakistan Goes Local from its inception in November 2023 till November 2024. This group promotes “buy local” and “buy Pakistani” themes in the wake of the Gaza conflict. This Facebook group has 51,000 members who share posts about their opinions about local brands to support the local economy through a buycott and engage in the boycott movement. This research highlights the role of digital community in enabling participatory consumer actions. From the point of view of theoretical and practical implications, this exploratory work in progress adds to the political consumerism and consumer behavior literature
Performance Comparison of Quantized Large Language Models in ICD-10 Medical Coding
No full textAutomated ICD-10 coding in healthcare struggles with efficiently and accurately classifying EHRs. Traditional methods have limitations, and the potential of LLMs is still underexplored. This research explored the efficiency of quantized LLMs in automated ICD-10 coding, emphasizing the impact of fine-tuning techniques such as QLoRA and LoRA. Our study utilized the benchmark MIMIC dataset for comprehensive evaluation, comparing various methods, including fine-tuned LLMs, vanilla LLMs with few-shot and zero-shot capabilities, and baseline NER method like MedCAT. Experiments revealed that unquantized LLMs, particularly those with larger parameters like LLaMA-3-70B, exhibit high accuracy in zero-shot and few-shot scenarios, showcasing their inherent understanding of medical language and code structure. However, fine-tuning quantized LLMs, despite their potential for task-specific learning, did not surpass the performance of unquantized counterparts. This suggested that optimizing hyperparameters and finetuning strategies for large, quantized models is crucial for achieving optimal results. The research identified key areas for future investigation, including exploration of hyperparameter combinations, utilization of larger and more diverse training datasets, and extending fine-tuning processes for more epochs. Additionally, incorporating explainability techniques would enhance transparency and build trust in the model\u27s decision-making. Advancing these areas can make automated ICD-10 coding more accurate, efficient, and reliable, improving patient care, billing, and healthcare workflows
IBA takes steps for the promotion of cricket and built 3 new pitches with the help of PCB
No full textIBA held an inaugural ceremony for the newly curated net practice cricket pitches at the IBA Cricket Ground, Main Campus. The event was graced by Test Cricketer and Pakistan Cricket Board’s (PCB) Selection Committee member, Mr. Asad Shafiq, who officially inaugurated the facility. Mr. Shafiq engaged with IBA’s official student cricket team, playing a few deliveries and sharing valuable insights. As a symbol of growth and sustainability, he also planted a tree, reinforcing the importance of nurturing both talent and the environment. The ceremony provided an opportunity for students to interact with the cricketing icon and gain inspiration from his journey. The event was attended by Dr. Mohammad Asad Ilyas, IBA Registrar, accompanied by Mr. Fuad A. Mehdi, Head, Marketing & Communications; Mr. Fahad Jawed, Associate Registrar, Resource Optimization, and Mr. Jamsheed Issa, Manager Sports. As a token of appreciation, souvenirs were presented to Mr. Shafiq. The gathering also facilitated discussions on the future of sports at IBA, emphasizing the importance of strengthening sports infrastructure and fostering student participation in competitive cricket. Conversations centered on potential collaborations with PCB to provide aspiring student cricketers with professional training and exposure, furthering IBA’s commitment to holistic student development
Game-Based Recruitment Assessment
No full textThe primary objective of our project is to develop a game-based recruitment system that modernizes traditional personality assessments by making them more engaging, adaptive, and relevant by incorporating real scenarios. We began by examining established models such as the Myers-Briggs Type Indicator (MBTI) and the Big Five personality traits. While these tools provide meaningful psychological insights, their formats are too lengthy, and repetitive. To address this, we selected approximately 20 questions most relevant to workplace behavior and hiring decisions and imitated the scoring process of the MBTI questionnaires. This not only shortens the assessment process but also improves candidate engagement. To ensure that our scenarios accurately measure key soft skills, we incorporated a variety of different frameworks relating to different soft skills such as Leadership and Emotional Intelligence. These frameworks guided the creation of adaptive dialogue-based scenarios that assess not only soft skills but provide an interactive, game-like experience for the candidate. These scenarios also encapsulate many workplace challenges and assess how the candidate would react
\u27We should hold ourselves accountable while we\u27re alive and kicking\u27
No full textAt IBA Karachi, Zafar Masud, CEO and President of The Bank of Punjab and one of only two survivors of the 2020 PIA Flight PK-8303 crash, shared his emotional journey and spiritual reflections during a session titled “Seat 1C: A Survivor’s Tale of Hope, Resilience and Renewal.” Speaking with IBA Executive Director Dr. S. Akbar Zaidi, Masud recounted the moments before the crash, his miraculous survival, and the deep introspection that followed.
Masud emphasized the importance of self-accountability while we are still alive, urging people to reflect on their lives and purpose before it’s too late. He attributed his survival not to rituals, but to divine mercy and the prayers of his parents, crediting complete strangers for saving him with pure intentions.
The story of how his seat was ejected from the wreckage and landed safely away from the burning aircraft was both miraculous and humbling. Masud’s narrative highlighted themes of gratitude, purpose, and human kindness, offering powerful life lessons rooted in personal experience and spiritual awakening
Reigniting CandyLand Choc-Oh
No full textThis report is based on our Experiential Learning Project with Ismail Industries Limited, focusing on their chocolate spread brand, Choc-Oh. Although the product has been in the market since 2020, it has not been able to gain much popularity. Our goal was to understand why Choc-Oh has not performed well, what consumers think about it, and what can be done to improve its presence in the market.
To find answers, we did a mix of research. This included visiting stores across Karachi to observe how Choc-Oh is displayed, priced, and stocked compared to other brands. We also spoke directly to consumers through interviews and focus group discussions to get their honest opinions about the product. Alongside that, we studied market reports and similar product categories to get a broader picture. What we found was that while Choc-Oh is affordable and has a decent taste, it struggles with low brand awareness, a name and packaging that do not appeal to all segments, and negative perceptions around fat blooming.
From these insights, we’ve suggested some practical steps: update the packaging to make it look more premium and clearer, highlight the Candyland brand more visibly, start marketing campaigns (especially on social media), and educate buyers about product concerns like fat blooming. This project helped us connect what we’ve learned in class to a real business problem and gave us valuable exposure to how branding, consumer habits, and product strategy work in real life
Lipton Teas and Infusions - Dynamic Finance Re-engineering
No full textOur Experiential Learning Project (ELP) with Lipton focused on identifying cost-saving opportunities and maximizing Earnings Before Interest and Taxes (EBIT). We examined the impact of three critical departments: Customer Development (CD) Finance, Supply Chain Finance, and Selling, General & Administrative Expenses (SG&A). The primary objective of our project was to contribute toward operational efficiency and financial optimization within Lipton’s value chain in Pakistan.
The project was structured around a data-driven, analytical approach, incorporating both internal data review and stakeholder consultations to assess key cost elements and revenue drivers. To suggest practical recommendations for expanding market penetration, we set out to evaluate the influence of trade investments, advertising initiatives, and distribution efficiency. We also looked at how inventory management, procurement procedures, logistic costs, and vendor dependability affect us and found several chances for cost savings via better forecasting, leaner processes, and maybe supplier renegotiations. Regarding SG&A, our attention was on administrative overheads and resource usage; benchmarking of best practices and recommendation of workflow optimization to increase corporate agility.
Through close collaboration with Lipton’s teams, this project not only delivered practical solutions for cost optimization but also deepened our understanding of real-world business dynamics in the fast-moving consumer goods (FMCG) sector. We provided recommendations that included streamlining supply chain operations through leveraging digital tools for sales forecasting and automating routine SG&A functions to reduce operation burden. These recommendations aimed to enhance Lipton’s EBIT by cutting nonessential expenditures
The Perfect Pour
No full textThis project aims to understand consumer preferences between bottle and pouch formats in the cooking oil category, with a specific focus on Dalda, the leading edible oil brand in Pakistan. Dalda’s unique bottle design serves as a key element of its brand identity, but has seen a decline in sales, as consumers move towards convenience formats like pouches. The main objective of this study was to understand the behavioral, emotional, and practical reasons behind this shift, especially in key bottle markets like Karachi, and to deliver actionable insights that could help Dalda reposition its bottle format. To achieve this, the project used a mixed-methods approach. The first stage of the study was qualitative, comprising of focus groups, in-depth interviews, and retail visits. The second stage was quantitative data collection from 200 survey respondents. Competitor analysis and observation of shelf visibility in retail outlets further supplemented the findings. The findings of the study showed that bottle usage is strongly associated with habitual use, safety, and quantity perception, whereas pouches are often chosen for their affordability and consumption control. This study further discovered various unique concerns that the consumers have regarding the design of the bottle. As per the finding of this study, Dalda remains a highly recognized brand, but it faces strong competition from price-sensitive alternatives like Eva and Soya Supreme, meanwhile, insights also reveal strong brand association with the BDS movement. The project proposes that to tackle boycott confusion, Dalda should highlight its Pakistani roots through digital campaigns. The brand also needs to engage men in its storytelling, improve their retail representation, redesign the bottle for better usability, introduce value bundles and 1L bottles, and reposition itself with influencer-driven visibility.
Keywords: Cooking Oil, Dalda, Cooking Oil Packaging, Bottle-Users, Pouch-Users, User Behaviour, Bottle Ergonomics, Brand Perceptions
E-Commerce Strategy Development for Reckitt
No full textThis report presents a thorough e-commerce plan of Reckitt, with the main focus on Harpic in the Pakistani market, made as a part of an Experiential Learning Project (ELP) in partnership with GroupM. The principal deliverables in this project were Competitive analysis of Harpic, platform-wise strategies, consumer outreach mechanisms, and performance monitoring models. The work consisted of a multi-phased research project, the first stage of which was a thorough market and competitive analysis to evaluate the current Reckitt digital presence and position. The study approach was a mix of both primary (interviews, survey, focus groups) and secondary (industry reports, case studies) research. Based on the project, the following behavioral and structural issues were deemed to affect Harpic online presence; low e-commerce penetration, high price sensitivity, lack of trust, and poor digital literacy levels among Pakistani customers.
The strategic approach involves incorporating the world-best practices into the local environment, covering a wide range of sales channels, including social commerce (Facebook Marketplace, WhatsApp Business) and other B2B models. The core of the approach is platform-specific optimization tips on large e-commerce actors such as Daraz, Pandamart, DealCart, Kravemart, Bazaar, and Naheed, as well as a sophisticated approach toward smaller retailers. One of the main discoveries made through interactions with retailers was the presence of consumer boycotts based on socio-political perceptions which in turn forced the need to shift to more direct consumer-facing digital campaigns based on cultural alignment. The report presents a powerful content marketing model, focusing on Top-of-Funnel (TOFU) storytelling, user-generated content (UGC) campaigns, and culturally-sensitive messaging that establishes a linkage between cleanliness and religious values and social values. The proposed framework involves performance monitoring and key performance indicators (KPIs), such as Return on Ad Spend (ROAS) maximization with the use of data-driven Meta Ads, and geo-targeting. The detailed plan would help to shift the market presence of Harpic in Pakistan, which is currently offline-dominant to a sustainable online ecosystem, promoting the digital brand equity and the formation of long-term buying behavior within the changing Pakistan e-commerce environment