There are few studies addressing the mediating effect of readiness in supply chains in developing countries. We use the theory of dynamic capabilities to investigate the impact of integration (INT) on readiness (REA) and on innovative product performance (IPP) and to examine the mediating effect of REA on INT and IPP. We conducted a survey with a sample of 213 supply chain (SC) managers of machinery and equipment for transport and lifting heavy loads in Brazil. To this end, we used structural equation modeling to test the hypotheses and PROCESS macro to confirm the indirect effect. The empirical results indicate a significant effect between INT and REA and REA and IPP. However, the indirect impact of REA was compromised. The literature review demonstrates that the microfoundations of dynamic capabilities (Sensing, Seizing and Reconfiguration) strengthen supply chain links, particularly between INT, REA and IPP. This article helps managers understand the functioning of SC routines and operations. To this end, they should develop strategies that strengthen SC ties with INT, REA and IPP to face future crises. This paper advances the findings on integration, readiness, and innovative product performance in an SC. The findings provide insightful implications for managers to improve their strategies. In doing so, we theorize how the microfoundations of dynamic capabilities support the efficiency of supply chain operations.

Innovation in the manufacturing industry is viewed as crucial due to its substantial effects on performance. This view has led researchers to evaluate the importance of different types of innovation within manufacturing companies. The influence of marketing innovation on product innovation and overall innovative performance is examined in the present study. The study also aims to explore the influence of product innovation on innovative performance and to analyze the mediating role of product innovation in the relationship between marketing innovation and innovative performance. Questionnaires were distributed to 384 managers from Palestinian manufacturing firms through convenience sampling. Structural equation modelling was employed as the data analysis tool. According to the study's findings, marketing innovation directly and positively impacts both product innovation and innovative performance, while product innovation positively influences innovative performance. Additionally, product innovation partially mediates the relationship between marketing innovation and innovative performance. This study is different from previous research as it focuses on the interrelationships between various dimensions of firms' innovation and performance. It adds to the literature on manufacturing performance by further validating the scales of innovation and performance. This approach could offer new insights into existing models of innovation and performance, crucial for success, by examining the interrelationships among organizational innovation dimensions, specifically marketing innovation, product innovation, and innovative performance, within the Palestinian manufacturing sector, which operates in a developing country facing conflict.

The Company should collaborate with supply chain members to support business process activities and increase competitiveness. Company collaboration with suppliers is essential in supporting the adoption of supply chain practices and total quality management to pursue product innovation and enhance business performance. This study investigates the role of supplier-buyer relationships in enhancing business performance through supply chain management practice, total quality management, and product innovation. The research surveyed 150 companies implementing total quality management with ISO certification in East Java. Data processing employs partial least squares using SmartPLS software version 4.0. The research found that supplier-buyer relationships positively and significantly influence supply chain practice by 0.800, total quality management by 0.438, and product innovation by 0.293. The company's ability to implement supply chain practices positively affects total quality management by 0.443, product innovation by 0.206, and business performance by 0.263. Total quality management adopted by manufacturing companies by obtaining ISO certification has an impact on increasing product innovation by 0.412 and business performance by 0.276. The company's ability to build a supply chain strategy to produce innovative products affects business performance by 0.446. The research results contribute practically to managers who build coordination with supply chain members, especially purchasing and marketing managers, to be able to read the capabilities and advantages of external partners to be communicated internally in the company—theoretical contribution in enriching supply chain strategy theory in increasing competitiveness.

This paper aims to explore the role of service innovation and competitive advantage as a mediator of product innovation on marketing performance of small and medium enterprises (SMEs) manufacturing firms in Indonesia. The sample size used in the research was 180 SMEs and the sampling technique is area (cluster) sampling. Furthermore, the sample criteria or respondents, whose researchers' recommendations for filling in the research instrument are managers and can represent company owners. Findings provide empirical evidence that service innovation on marketing performance; competitive advantage on marketing performance; product innovation on service innovation; and product innovation on competitive advantage have positive and significant effects, except the influence of competitive advantage on marketing performance which was not significant.

Small and Medium Business (UKM) of bread and cake can develop and encounter business competition if they are concerned greatly with their marketing performance. The purpose of this study was to determine: 1. The effect of market orientation and product innovation on marketing performance of Bread and Cake UKMs. 2.The moderating effect of competitive ad-vantage, strengthens or weakens, of market orientation and product innovation on the marketing performance of Bread and Cake UKMs partially. Data were obtained through offline questionnaire distribution to 80 respondents. The respondents were the business owners and employees of Bread and Cake UKMs in Bengkulu, Indonesia. The data analysis used in this research was Structural Equation Model (SEM) which was operated through the Partial Least Square (PLS) program, SmartPLS 3.2.9. The result indicated that market orientation and product innovation partially influenced marketing performance. Competitive advantage partially moderated (strengthens) the effect of market orientation and product innovation on marketing performance. This research contributes to the theoretical development of competitive advantage which moderates the effect of market orientation and product innovation partially on marketing performance. The study also helps to find the strategy to increase the marketing performance of Bread and Cake UKMs in Bengkulu, Indonesia.

In the COVID-19 era, green consumption has risen into a global trend, leading beauty products to be more environmentally friendly to satisfy these new consumers’ needs. However, not every natural beauty brand, especially natural cosmetic products, survived in the market. This study aimed to examine the cause and effect of a phenomenon of storytelling marketing strategies on the public's purchase intention for cosmetic products made from natural ingredients. The literature study showed that the relationship between storytelling and purchase intention is somewhat inconsistent. As a countermeasure and study gap, this study implemented product innovation as a mediating variable. This research was carried out quantitatively in Jakarta, Indonesia. Data used in this study was primarily obtained through questionnaires in 2021 and judgement sampling of 200 respondents. The data were tested using Structural Equation Model Partial Least Square (SEM-PLS) models’ technique on SmartPLS 3.0. The results showed that storytelling positively increases natural cosmetic purchase intention through product innovation.

The purpose of this research is to provide practical and theoretical insights about how small and medium enterprises (SMEs) adapt and further develop entrepreneurial activities, product innovation and SME business performance This study used a quantitative method using a questionnaire for data collection. The research data developed by distributed online questionnaires by social media. The number of samples used was 230 respondents using a purposive sampling technique. Partial Least Square (PLS) is used for data processing by SmartPLS 4.0. Based on the results of data analysis it is concluded that entrepreneurial competence has a significant effect on business performance and entrepreneurial competence has a significant effect on product innovation. Product innovation has also a significant effect on the performance of SME businesses.

This study aims to analyze the influence of entrepreneurial orientation on marketing performance mediated by product innovation for making tofu and milk in Jombang district. Data were randomly obtained from 70 respondents from small businesses using research instruments in the form of questionnaires and technically analyzed using Partial Least Square (PLS). The results showed that entrepreneurial orientation positively and significantly influenced product innovation and marketing performance in making tofu milk in Jombang, East Java, Indonesia. Furthermore, this encourages small businesses to always develop variants products, minimize risks, expand the marketing area, increase performance, and compete in the food industry's production.

This research aims at examining the mediating of product innovation on the relationship between employee development and marketing capacity on product innovation of small and medium enterprises (SMEs) in Hanoi. After 4 months of collecting data, the author received 350 responses and 311 responses left after refining. The findings from the research indicate that employee development and marketing capacity did not only directly but also indirectly affect competitive advantages via product innovation. The findings provide enterprises with important implications for improving competitive advantages from marketing, human resources and product innovation perspectives.

The research aims to empirically verify the role of adaptive capability in its contribution to marketing performance, with product innovation as a mediating variable. This research was conducted in small and medium enterprises (SMEs) located in Central Java, Indonesia. A number of 253 questionnaires were distributed and adequately filled. Statistical analysis was conducted by using structural equation modeling with Smart-Partial Least Squares (PLS). The results show that the adaptive capability was positively related to product innovation, but not significant to marketing performance. Furthermore, our findings show that product innovation had a significant effect on marketing performance and it fully mediated the relationship between adaptive capability and marketing performance. These findings offer implications regarding how adaptive capability enhance marketing performance through product innovation in SMEs.