Digital and managerial capabilities, resilience, and innovation for the sustainability of traditional cosmetic businesses in China

Jingxi Wang and Supot Rattanapun

International Journal of Business Information Systems, 2026, vol. 52, issue 5, 1-20

Abstract: This study examines how resilience and innovation capability mediate how mobile marketing, AI, and future managerial competencies improve the sustainability of traditional Chinese cosmetic businesses. Structured surveys were used to obtain data from 424 Guangdong traditional cosmetic retailers. Confirmatory factor analysis confirmed reliability and validity, then covariance-based structural equation modelling and bootstrapped confidence intervals based on 1,500 re-samples assessed structural links and mediation effects. The results suggest that all three talents boost organisational resilience. Resilience improves sustainability directly and indirectly through innovation, demonstrating a sequential mediation mechanism. These findings support the resource-based view and dynamic capabilities theory by showing that resilience and innovation help small enterprises turn digital and managerial resources into long-term competitive sustainability. To improve resilience and innovation, business owners should invest in mobile marketing, accessible AI, and digital leadership development. Future study should widen the geographic reach and use longitudinal approaches due to regional and cross-sectional limitations.

Keywords: mobile marketing capability; MMC; artificial intelligence competency; organisational resilience; innovation capability; sustainable performance; cosmetic retail SMEs; China. (search for similar items in EconPapers)
Date: 2026
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