Abstract
ABSTRACT Micro Small and Medium Enterprises (MSMEs) play a crucial role in economic development. Despite their restricted access to resources, MSMEs are rapidly developing new products and innovations in emerging economies. This study examines the underlying mechanism through which entrepreneurial bricolage (EB) affects micro-business performance (MBP). We propose a moderated mediation model of innovation capability (IC) and digital marketing capabilities (DMC). Using structured questionnaire data were collected from 508 women entrepreneurs in Malaysia, and partial equation modeling was used to examine the hypothesis. The findings present that IC mediates the relationship between EB and MBP. Moreover, DMC moderates the connection between IC and MBP. We conclude that MBP may be accomplished more successfully through the process of EB, IC, and DMC. This study contributes by building a theory-based moderated mediation model to interpret the linkage between EB and MBP. Additionally, several significant insights were generated for many parties involved in MSMEs.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
