Entrepreneurial bricolage and micro-business performance: A moderated mediation of innovation capability and digital marketing capabilities

Micro Small and Medium Enterprises (MSMEs) play a crucial role in economic development. Despite their restricted access to resources, MSMEs are rapidly developing new products and innovations in emerging economies. This study examines the underlying mechanism through which entrepreneurial bricolage (EB) affects micro-business performance (MBP). We propose a moderated mediation model of innovation capability (IC) and digital marketing capabilities (DMC). Using structured questionnaire data were collected from 508 women entrepreneurs in Malaysia, and partial equation modeling was used to examine the hypothesis. The findings present that IC mediates the relationship between EB and MBP. Moreover, DMC moderates the connection between IC and MBP. We conclude that MBP may be accomplished more successfully through the process of EB, IC, and DMC. This study contributes by building a theory-based moderated mediation model to interpret the linkage between EB and MBP. Additionally, several significant insights were generated for many parties involved in MSMEs.