The impact of Value co-creation of Intellectual capital on Sustainability Practices in Higher Education Institutes in Pakistan
The recent inclination of universities towards incorporating marketization concepts such as value co-creation has triggered the need to bring new frameworks that fetch both goodwill and sustainability in society. This study investigates the impact of co-creation by integrating the intellectual capital, as the major operant resource, on universities’ sustainability practices. While there can be an exhaustive list of resources to be considered, this study includes only Intellectual; capital for co-creation between students and the university. This study encapsulates Intellectual Capital as the main resource which has further three components human, relational, and structural capital. Three hypotheses were proposed to study the impact of Value co-creation on University sustainability practices. The quantitative methodology was used in this study. The data was gathered through an online survey on a Five-point Likert scale. Stratified Random sampling was employed to use those students as samples who are in the last years of degree completion in their universities and are about to graduate. The data was collected from five top HEC ranked universities in Pakistan. A total of 384 student respondents filled out the questionnaire. SEM –PLS was used for data analysis. The measurement confirmed the preliminary results and then the Structural model confirmed the proposed hypothesis. The study further contributes to the research of SD Logic, value co-creation, and the current needs of Higher Education institutes of being sustainable and beneficial for society by incorporating Sustainable Development Goals in their policies and agenda.