THE IMPACT OF SUSTAINABLE HRM ON INNOVATION WITH MEDIATING ROLE OF CULTURAL DIMENSIONS: EVIDENCE FROM PROJECT MANAGEMENT EMPLOYEES IN CELLULAR COMPANIES
In the current fast-paced competitive globalized marketplace, innovation has become almost a prerequisite for business success. Consequently, the interest is rapidly developing in supplement studies that determine the factors of innovation. Due to the growing importance of innovation, specifically in the globalized telecom industries in developing economies, such as Pakistan, there is a great potential and need for innovation in this era. There are extensive reasons to expect that the adoption of new HRM practices leads to better innovation performance. The purpose of this paper is to investigate the impact of sustainable HRM on innovation, this study took cultural dimensions of the organization as a mediator between sustainable HRM and innovation. To test the above-stated relationship, an empirical study has been conducted, data were obtained from 120 employees working in various cellular companies of Pakistan. The study concludes that sustainable HRM practices can enhance the ability of the cellular industry to bring innovation (radical or incremental), in the telecommunication sector of Pakistan. The results also reveal that the cultural dimensions of the organization partially mediate the relationship between sustainable HRM and innovation. Although the study counts with the cross-sectorial and cross cultural limitations , its findings suggest that the telecommunication industry should focus more on sustainable HRM practices, as sustainable HRM practices have significant impact on radical and incremental innovations, and hence for sustainability of organizations through establishing innovative organizational culture.