Author(s): Hareth Alshamayleh, Mohammed Harith Amlus, Zeyad Alkhazali, Rasha Qawasmeh & Khaleel Al-Daoud
Ownership of marketing capabilities can translate into the performance of the organization that excels in numerous business disciplines and sectors of industries. Nevertheless, studies indicate different conclusions with lack of consensus in the literature, which calls for additional research in the field of marketing capabilities. The objective of the present research is to examine the influence of marketing capabilities on innovation performance among SMEs in Jordan. Data have been collected through an online questionnaire. A total number of 385 samples been collected. SPSS version 23 was used to analyze the data from this Study. The result obtained shows that marketing capability has a significant influence on innovation performance. The conclusion from this study is that marketing capabilities is essential variable that affect SMEs innovation performance. Due to that it is very critical for managers and owners of SMEs to focus on enhancing business strategies that would recognize competitor moves and attempt to increase the quality standards of products and services through innovation performance.