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The purpose of this study is to investigate the impact of innovation management capability on organisational performance. Based on the resource-advantage theory, this study addresses: “To what extent do intellectual and emotional assets influence marketing management capability which loads to the organisation’s performance?”

To understand the research objectives, the data was collected via 35 in-depth interviews with managers and academics from various multi-national companies and new empirical insights were offered.

This study recognised three components of intellectual and emotional assets (knowledge and competence; digital technology; and reputation) and their influences on business performance.

The focus on small- and medium-sized enterprises (SMEs) limits the generalisation of this study. To scrutinise the relations documented in this study, future research should be conducted in other country settings and different sector.

This study contributes to the sustainability literature by developing a conceptual model that explains the development and role of innovation management in a market context with its associated sustainability management outcomes. The results are of importance to both SMEs and policymakers. Clear need to investigate further how organisations can benefit from such capabilities for greater growth is identified.

Finding an efficient way for enhancing brand reputation by using social media among customers and business partners has long been the main purpose of every business. However, due to micro and macro changes in the business field, strategies to find a way to improve brand reputation with business partners and customers have altered from transaction marketing to newer approaches such as employing a social media platform. However, not all brands make use of social media to enhance their reputation. The present study uses Apple as an example of the one of the best known brands which does not benefit from social media platforms as to the degree expected.