“…Organizations must assess their information technology competencies regularly to retain their competitive advantage in the market (Peppard, Lambert, & Edwards, 2000). Information technologies help organizations to achieve competitive advantage in terms of innovation, quality, customer satisfaction, customer retention, employees commitment (Junaid, Bashir, Nasim, & Ahmad, 2021) and reduction of operating cost; and in turn, use these competitive advantages to increase organizational performance (Khan, Tufail, & Ali, 2021) that ultimately leads towards better financial performance.…”