Hegemony of Digital Platforms, Innovation Culture, and E-Commerce Marketing Capabilities: The Innovation Performance Perspective

Amira Khattak

doi:10.3390/su14010463

Abstract

Advanced technologies have affected business models. Sustainable innovation performance has become very critical for the survival of businesses, in particular in emerging economies. Therefore, this study aims to investigate the impact of digital platforms, innovation culture (IC), and e-commerce marketing capabilities on innovation performance (IP). In this study, the intervening role of IC was studied. Furthermore, the moderating role of e-commerce marketing capabilities was studied regarding the link between digital platforms and IP. Data were collected from the top management of small and medium enterprises (SMEs) working in several cities in Pakistan. For the data collection and analysis, the quantitative research method was used. Correlation, regression, and bootstrap methods were applied to test hypotheses. The results showed that digital platforms have positive impacts on innovation culture and IP. The findings verified that IC plays a mediating role in the relationship between digital platforms and IP. Moreover, digital platforms increase IP in the presence of e-commerce marketing capabilities. SMEs employ a self-motivated perspective, and it is necessary to evaluate their performance in terms of innovation. Subsequently, businesses that innovate their services and products with respect to their customers’ demands have the capacity to achieve true success. Consequently, SMEs need to analyze their IP for their businesses to flourish. The study emphasizes the overlooked relation of digital platforms and IP, as well as demonstrates the mediation effect of IC.

Highlights

Organizational innovativeness has received great attention among practitioners and researchers alike [1]
These techniques consisted of descriptive statistics, correlation coefficients, regression coefficients, and Structural equation modeling (SEM)
The basic objective of the study was to investigate the role of digital platforms, ecommerce marketing capabilities, and innovation culture (IC) in the improvement of the innovation performance (IP) of small and medium enterprises (SMEs)

Summary

Introduction

Organizational innovativeness has received great attention among practitioners and researchers alike [1]. Advanced technologies coupled with dynamic environments exert pressure on businesses to adopt innovative technologies and processes [2]. The complexity associated with technological dynamism and e-commerce development makes organizational survival challenging [3]. Even under such challenging circumstances, innovation and the resultant transformation cannot be neglected due to their major role in influencing the success and high performance of organizations [5], in particular SMEs. SMEs are defined on the basis of their sales volume and number of employees [5].

Objectives

Methods

Results

Discussion

Conclusion