New Allied Electronics Industries Pvt. Ltd. (NAE) was established in 1989 to import, assemble, and market Gold Star (now LG Electronics) products in Pakistan. Over time, NAE expanded its product portfolio by partnering with Electrolux, Galanz, and launching its own mobile brand QMobile. NAE operates an IT infrastructure including servers, networks, and ERP applications to support its business operations including sales, inventory, finance, and customer relationship management. The company has established multiple customer care centers, display centers, and over 1000 dealers nationwide to serve its customers. However, NAE previously faced failures due to producing low quality products and delays in decision making, but is working to restore its reputation under new