The present study investigated the relationship between Total Quality Management (TQM), Marketing Capabilities (MC) and Innovation Performance (IP) in the context of the SMEs in Jordan. It also examined the moderating and mediating role of Organizational Culture (OC) and Entrepreneurial Orientation (EO) on the relationship between TQM, Marketing Capabilities and Innovation Performance. Theoretical model based on a Resource Based View (RBV) approach to the Innovation Performance of SMEs was developed. Nowadays, Entrepreneurial Orientation and Marketing Capabilities have become important topics among business academics and practitioners. As the business environment becomes more competitive, the need to expand and increase internal resources is now a prerequisite for global survival; entrepreneurial orientation and marketing capabilities are now important factors that help companies reach the same level. Despite the importance of MC and EO, research linking these concepts to SMEs performance is very limited. In this view, through an extensive literature review, this study has discovered the theoretical linkages that exist between TQM, Marketing Capabilities and SMEs performance and also developed a conceptual model for empirical validation. This study serves not only to clarify the relationship between TQM, Marketing Capabilities and SMEs Innovation Performance, but also to clarify the role played by Entrepreneurial Orientation as a mediator in this relationship which most studies have overlooked. Again, the conceptual model also examines the role of Organizational Culture moderator in the relationship between TQM, Marketing Capabilities and SMEs Innovation Performance. A quantitative survey method was employed in the study, and the questionnaires were used to obtain the data from the owners/ managers of SMEs. A total of 385 usable questionnaires were obtained from the survey, The Partial Least Squares to Structural Equation Modelling (PLS-SEM) approach was applied for analyzing the data. Results revealed that two independent variables under study had shown significant and positive relationship with innovation performance, Similarly, the mediating role of Entrepreneurial Orientation on the relationship between TQM, Marketing Capabilities and Innovation Performance had been supported. Also, the results support the moderating role of Organizational Culture on the relationship between TQM, Marketing Capabilities and Innovation Performance. The findings offered several theoretical and practical implications to owners/ managers of SMEs and also to the policy makers. The limitations of study and recommendations for future research were also addressed.
