The 4Ps of Innovation as a Strategic Lever for Sustainable Performance in Moroccan Startups: The Mediating Role of Organizational Capabilities

The 4Ps of Innovation as a Strategic Lever for Sustainable Performance in Moroccan Startups:

The Mediating Role of Organizational Capabilities

BOUYA Sara

PhD Candidate

Ibn Tofail University

Laboratory of Economic Sciences and Public Policies (LSEPP)

Morocco

EL KADIRI Kenza

Assistant Professor, Faculty of Economics and Management

Ibn Tofail University

Laboratory of Economic Sciences and Public Policies (LSEPP)

Morocco

Abstract

Innovation is a key driver of sustainable competitive advantage in entrepreneurial ecosystems, particularly in emerging economies. This study examines how the four dimensions of innovation product, process, position, and paradigm contribute to sustainable organizational performance in Moroccan startups through the development of organizational capabilities. An integrative model is proposed linking innovation practices to operational, market, and learning capabilities, which in turn enhance economic, social, and environmental performance. Data were collected from technology-oriented and service-based startups using a structured questionnaire administered to senior managers and founders. The proposed relationships were tested using Partial Least Squares Structural Equation Modeling. The results indicate that all innovation dimensions positively influence organizational capabilities, which significantly mediate the relationship between innovation and sustainable performance. The study provides theoretical and managerial insights into innovation-driven sustainability in emerging entrepreneurial contexts.

Keywords: 4Ps of Innovation, Organizational Capabilities, Sustainable Performance, Startups, Emerging Economies, Morocco, PLS-SEM

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