Last date for submission of paper: unknown; Contact person: Jayesh Patel; In the recent turmoil era, achieving competitive advantages remains the top-of-the-mind agenda for any businesses which are experiencing paradigm shift due to multi-faceted disruptions from the circular economy and sustainability. Therefore, fostering innovations in any business functions helps to cope up the challenges and hence achieve sustainable competitive advantage. Thus, the theme for GCeMP2k20 is