Financial and non-financial factors for the success of hybrid offerings: evidence from multinational enterprises in an emerging market
Erasmia Leonidou,
Enrico Battisti,
Muhammad Ishfaq Ahmad
et al.
Abstract:PurposeThe purpose of this study is to identify the financial and non-financial factors contributing to the success of hybrid offerings among Pakistani multinational enterprises (MNEs).Design/methodology/approachTo capture the complexity and interdependence of success factors, this study employed fuzzy-set qualitative comparative analysis (fsQCA). Data were collected from 213 chief executive officers (CEOs) of Pakistani MNEs.FindingsThe findings indicate that organizational support for service plays a vital ro… Show more
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