Software firms are expanding within increasingly-competitive domestic and global marketplaces. Registered software firms in Pakistan seek new ways to better compete and remain as sustainable competitive entities. Such firms operate entrepreneurially, and remain subject to dynamic digital and globally-emerging changes. A literature review establishes constructs, conceptual relational hypothesis pathways, and an overall (testable) research framework for software firms in Pakistan. The framework is likely useful when modelling for improvements contributing towards sustainable competitive advantage shifts.