Towards innovation performance of SMEs: investigating the role of digital platforms, innovation culture and frugal innovation in emerging economies

Purpose This study aims to investigate the impact of digital platforms, frugal innovation and culture (IC) on performance (IP). The mediation role IC between platforms IP, as well moderating IP is also tested. Design/methodology/approach Data collected from 387 top management officials small medium enterprises (SMEs) working in emerging economies, current Pakistan. Quantitative research design was applied for collection data analysis. Various statistical techniques, i.e. correlation regression, were used. Findings findings revealed that positively affect IP. results proved mediates association link. Originality/value SMEs economies are a dynamic scenario, their term critically needed. Only those businesses update products services according customers’ demand can achieve success. Hence, need flourish businesses. highlights an overlooked link with shows mediating IC.