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Innovation is reshaping the corporate culture of organizations in this present age of competency and service legacy. Innovation in services is getting recognition from the top executives due to its strategic importance and globalizes competition, which has escalated the demand of better change and adoption of best practices through change in processes. This research is based on innovation management in service industry of Pakistan according to the prevailing corporate environment and strategies to sustain or have potential competitiveness to meet the standards of the ever changing market.
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