PurposeThis study focuses on the Critical Success Factors (CSF) for developing sustainable entrepreneurship in the Pakistani telecommunication industry. Despite the efforts made by governments and stakeholders to stimulate sustainable entrepreneurship initiatives, contributions in the telecommunications sector are lacking. Therefore, this study has the major objective of identifying a transformation path for these firms. This is done by providing a theoretical framework for sustainable entrepreneurship in the telecommunications industry, focusing on managerial and operational practices that should be modified according to a set of CSFs identified by experts in Pakistani firms.Design/methodology/approachThis article proposes a novel Multiple Attribute Decision Making (MADM) approach based on Grey Systems Theory (GST) and Best-Worst Method (BWM) while unveiling endogenous relationships among current managerial/operational practices and the CSFs for sustainable entrepreneurship in the telecommunications industry.FindingsCSFs for achieving sustainable entrepreneurship in the Pakistani telecommunications industry were found to rely on a tripod, based on effectiveness, transparency, and accountability that are embedded within the ambit of managerial and operational practices, such as focusing and reducing digital illiteracy, targeting poor communities, helping the young in structuring start-ups.Originality/valueThis article contributes to the MADM research stream by proposing a novel use of the BWM technique based on GST to promote sustainable entrepreneurship CSFs in Pakistani telecommunications firms.

We consider a supplier selling substituted products to an e‐retailer through wholesale selling mode or mixed use of wholesale and agency selling mode (hybrid contracts). This paper explains the curious failure of the agency model and investigates the contract selection problem. We build the stylized models that consider consumer formats preferences and distribution sequence. We find that an excessively high agency fee can lead to failure but this is on the condition of substituted products simultaneously distributed. However, we find no failure phenomenon in sequential distribution scenarios. Because it is optimal to mark down the price of the delayed product that prevents inefficiency with a lower price in the agency model than in the wholesale model. Furthermore, in the e‐books industry, when consumers prefer digital (traditional) formats, the equilibrium strategy is that the e‐retailer claims a low agency fee, and the supplier chooses simultaneous (sequential) distribution through hybrid contracts. Besides, the equilibrium is robust.

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