Moderating Role of Commercial Capabilities on Firm Performance Through Innovative Capability in Manufacturing Msmes

Purpose: Manufacturing MSMEs are in need to identify new ideas and work on implement them into their process create or improved products. Innovation management is a prerequisite has direct effect firm’s performance. allows firms secure market position value by making customers. This study attempts find the relationship between innovative capabilities performance manufacturing how commercial of firm moderate relationship. Theoretical Framework: Several studies have been reviewed innovation, performance, capabilities. A necessitated gap literature was identified factors were established. Design/Methodology/approach: done among India. structured questionnaire circulated top performing every state India responses collected through email. total 384 at end data collection period. The scale measure adopted it measured reliability validity scores get be used this study. Findings: results showed that capability significant positive with moderation analysis marketing significantly Research, Practical & Social Implications: provides managers rely investment innovation however they moderately influenced networking, R&D, business. Originality/Value: Contributes existing body knowledge theoretically empirically including diverse demographic respondents obtained unique universally applicable.