NUST Business Review is an international journal committed to advancing new knowledge creation, and developing the understanding of business in private, public sector organizations, as well as small and medium sized enterprises by providing an instrumental outlet for innovative research, thorough empirical investigation, theoretical analysis, and scholarship. NUST Business Review is the official international research journal of NUST Business School, National University of Sciences & Technology, Islamabad – Pakistan, dedicated to foster high quality research among regional scholars (South Asian, East Asian and Asian), and academics keen in Asian business management practices and issues with a relevance to the global community. To ensure rigor and high quality of the published content. NBR follows double blind peer review process with a minimum of two reviewers for each submitted manuscript. NBR is a bi-annual academic journal, welcomes the original research ranging from empirical and conceptual papers to review papers, case studies, and monographs from around the world.