The Impact of Comprehensive Innovation on Sustainable Performance in Small and Medium-Sized Jordanian Companies

The study aimed to investigate the impact of comprehensive innovation on sustainable performance in small and medium-sized companies. To achieve this study's objectives, a descriptive-analytical approach was used. An electronic questionnaire was distributed to a sample of individuals, and a random selection method was applied to choose a group of small and medium-sized companies in Jordan, with a sample size of 310 companies. The study found that comprehensive innovation, including technological, organizational, marketing, and green innovation, has a positive and significant impact on sustainable performance in Jordanian small and medium-sized companies. There is a positive and significant relationship between comprehensive innovation and sustainable performance. The researcher recommends that companies provide a wide range of options to assist customers in making purchasing decisions.