Multichannel integration through innovation capability in manufacturing SMEs and its impact on performance

Purpose Using online channels is an opportunity for small and medium-sized enterprises (SMEs) in the manufacturing industry to reach new markets reduce dependency on distributors. The challenge remains that of integrating into existing networks effectively. This paper aims identify what extent multichannel integration enhanced by innovation capability SMEs subsequent influence their performance. Design/methodology/approach Data were collected means a survey aimed at managers firms Mexico analysed through advanced partial least squares (PLS) approach via SmartPLS. Findings Manufacturing with more achieve higher levels integration. In turn, when advanced, enjoy better results respect sales, fulfilling marketing objectives improving relationships customers. Research limitations/implications model could be extended accommodate other variables may affect effective multiple channels. Practical implications can improve offline commitment innovating market. Originality/value Analysing from perspective firms, examining not only positive consequences but also underlying capabilities needed.