Business sustainability has gained much importance for businesses in the current era. Keeping it growing importance in mind, the present study investigated how business sustainability can be predicted. The study tested the role and impact of service innovation and marketing innovation in predicting business sustainability. Through using structural equation modeling, Smart PLS 3.2 software was used to analyze the data collected from SMEs resulted a significant impact of service innovation and business sustainability. Equally, the findings also indicated significant relationship between marketing innovation and business sustainability. The results have concluded that service and marketing innovation are key elements for businesses aspiring to boost business sustainability. The findings forward important implications for theory and practice followed by scope for further studies.
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