Zaid, N.Z.M., Asli, A.A., Latif, I.N.A., Ghazali, M.S., Azmin, N.A.M., Zafry, W.N.W.M. and Suhaimi, N. 2026. FIRM PERFORMANCE OF MALAYSIAN TELECOMMUNICATION SECTOR IN AI ERA: ALIGNING WITH THE SDGS. INTERNATIONAL JOURNAL OF ENTREPRENEURSHIP AND MANAGEMENT PRACTICES (IJEMP). 9, 35 (Sep. 2026), 1102–1128. DOI:https://doi.org/10.35631/IJEMP.935061.