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This paper aims to assess knowledge relatedness as a possible determinant of business innovation performance. Knowledge relatedness is understood as the degree of similarity between a firm’s knowledge and that of its parent, i.e. the company that the entrepreneur leaves to establish his or her own firm. Innovation performance results from the competitive position that the company achieves through its management of new products and services on the market.

For the empirical work, the authors used a database composed of 356 entrepreneurs who established recently their own business in Costa Rica: people who stopped working in multinational companies in Costa Rica and created their own businesses, and people who created their own businesses simultaneously as the former employees of multinationals.

This paper reports a positive and significant correlation between knowledge relatedness and innovation performance for a number of young firms.

This paper presents the fact of including knowledge relatedness as a research topic linked to business innovation.

This study explores the mediating role of marketing management in the relationship between online presence and product innovation among Small and Medium Enterprises (SMEs).

The sample comprises 205 Costa Rican SMEs collected by the Global Competitiveness Project during the first half of 2019. The data were analyzed using a two-stage modeling strategy for ordinary regression models to analyze mediation effects.

Marketing management as a strategic resource or capability accounts for the relationship between online presence and product innovation performance in SMEs, meaning that online presence resources require complementary organizational capabilities in marketing management to enhance product innovation.

This study, grounded in the resource-based view theory, contributes to the innovation field by identifying marketing management capabilities as an intermediate strategic interaction between online presence and product innovation performance in SMEs. Thus, managers should recognize the advantages of integrating marketing management principles and tactics into online presence tools to realize the value of their products by tailoring them to their client’s needs.