EXAMINING THE IMPLICATIONS OF INNOVATION FAILURE: A PERSPECTIVE FROM PAKISTAN'S INNOVATION CAPABILITY AND DYNAMIC CAPABILITIES

Abstract

By utilizing their creative and adaptive roles, firms interact with technology. Taking into consideration situations where development initiatives fail to produce positive results for companies, we looked at how business creativity characteristics and flexible abilities can affect company success in this research. We created a hypothetical model, based on the adaptive capability perspective and the idea of creative skills, and then we tested it by surveying a sample of Pakistani-based companies in various manufacturing and commercial sectors. Through the use of PLS-SEM, we were able to determine that a variety of situational elements, such as technological soundness and economic survival, are crucial in determining the success or failure of innovations. Technological failure, in turn, has a detrimental effect on company growth.