Publication Details
Abstract
The objective of the present investigation is to investigate how business model innovation mediates the relationship between marketing performance and business partnerships. SMEs in the food and beverage industry made up the population of this quantitative survey. 180 responders in all were examined. The Structural Equation Modeling with Partial Least Squares (SEM-PLS) methodology was employed to scrutinize the data. Business model innovation and marketing performance are positively and significantly impacted by business relationships, according to the research findings. Though it serves as a mediating factor in the relationship between business partnerships and marketing performance, business model innovation does not directly affect marketing performance.