Search results

This study aims to draw upon the broaden-and-build theory to examine the relationship between perceived organizational virtuousness and employees’ innovative behavior. Moreover, the study investigates the indirect relationship between perceived organizational virtuousness and employees’ innovative behavior via thriving. Additionally, this study examines whether creative personal identity strengthens the relationship between thriving and innovative behavior.

A quantitative research methodology was used to test the proposed moderated mediation model. Data was gathered from 206 respondents from organizations in different industries. The SPSS PROCESS tool was used for hypotheses testing.

The findings of the study revealed that there is a positive relationship between perceived organizational virtuousness and employees’ innovative behavior. Additionally, the results also support that there is an indirect relationship between perceived organizational virtuousness and innovative behavior through thriving. The findings revealed that creative personal identity strengthens the relationship between thriving and innovative behavior.

The findings of the study provide implications for managers who can promote and shape virtuous organizational contexts to drive positive employee attitudes and behaviors.

This study addresses the call of scholars to extend the body of research on the outcomes of organizational virtuousness. The study contributes to the limited body of knowledge regarding the relationship between organizational virtuousness and employees’ innovative behavior. Furthermore, it elaborates on the precise mechanism through which perceived organizational virtuousness can increase employees’ innovative output. To the best of the authors’ knowledge, the current study is also the pioneer attempt to examine the role of a personal identity factor in influencing the relationship between employees’ experience of thriving and their innovative behavior.

The learning outcomes of this case study are to understand and apply the PESTLE framework with a special focus on sociocultural nuances of a conservative society, appreciate the role of innovation and effective leadership in the success of entrepreneurial ventures, understand the bricolage theory to critically evaluate the role of entrepreneurs as agents of social change and develop monetization strategies for digital start-ups and recommend strategies that would help social enterprises to strike the right balance between their social aspirations and commercial goals.

In March 2020, Kanwal Ahmed, founder of the much-lauded Facebook group Soul Sisters Pakistan (SSP), was posed with a critical situation. SSP’s first face-to-face member meetup, which had been hyped up by Pakistanis residing in Canada for months, had to be called off due to the advent of COVID-19. What worried Ahmed was not just the immediate impact of the postponement; rather, she was more concerned about how her social enterprise would sustain in the longer run. The new normal had changed the way businesses operated; tried and tested revenue generation strategies of SSP would neither be feasible in a COVID-stricken world nor reap the same results. Ahmed knew that her social enterprise could have a far-reaching impact in a pandemic-stricken world. However, she was unsure about how to monetize her business model so as to ensure steady revenue generation streams that would keep the enterprise afloat. Ahmed knew that the clock was ticking, and she had to act quickly and think of ways to ensure SSP’s long-term sustenance.

This case study is suitable for undergraduate students enrolled in courses of entrepreneurship and strategy.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.