Investigating employee-driven digital innovation in Pakistan's telecommunication industry in the post-COVID era

This study aims to increase academics’ and practitioners’ understanding of EDDI innovationprocesses, specifically focusing on the Pakistani telecommunication industry. The findings areexpected to provide valuable insights into the practical implications of EDDI innovation forthe telecom industry in developing countries and potentially contribute to enhancingsustainable competitive advantage in this sector.This study focuses on the telecommunication industry in Pakistan, examining EDDI indeveloping country telecom sectors. Digital innovation is increasingly crucial as a competitiveresource in business. EDDI, a concept like intrapreneurship, has gained traction since theCOVID-19 pandemic and the digital shift in society.The study uses qualitative research to explore EDDI practices and their impact on sustainablecompetitive advantage in Pakistan’s telecom industry. Thirty-nine telecom employees wereinterviewed, and empirical evidence was gathered from various stakeholders. This researchprovides new insights into how stakeholders define EDDI and manage its implementation andsuggests areas for future research on EDDI’s application and sustainability in developingcountry telecom industries.