Innovation in green technologies is a key factor propelling Jordanian sustainable development in the small and medium enterprises for achieving sustainability. Jordan is considered as a hub of small and medium enterprises, however, despite technological advancements and the efforts of the government, small and medium enterprises in Jordan are scarcely catering the aspect of green activities and researchers have paid less attention towards the same. Green product and green process innovation mode choices have drawn enough attention recently, but limited researchers have thoroughly examined the pathways through which green innovation is transmitted to small and medium enterprises’ performance. Green product and process innovation are the two main streams of green innovation that can enhance small and medium enterprises’ performance. The current research builds the framework for SMEs performance based on green product innovation and green process innovation following earlier research that have been conducted in the context of developed countries. It conducts an empirical analysis using responses of 384 manufacturing sector small and medium enterprises in Jordan. The findings demonstrate that small and medium enterprises can perform better when green products and processes are innovated. One significant moderating variable over the performance paths of small and medium enterprises is technological turbulence. The findings of the research contribute to a better understanding of green innovation and have implications for designing policies that promote green development.

This study aims to examine the impact of marketing artificial intelligence (AI) and the specific channels it uses to influence the performance of Jordanian SMEs. In contrast to prior research that focused solely on the direct effects of marketing AI on organizational performance, our study introduces innovative pathways involving customer engagement, customer satisfaction, and data-driven decision-making. These channels serve as indirect mechanisms through which the impact of marketing AI extends to influence the Sustainable Financial Performance of SMEs. Using a framework for structural equation modeling, we looked at the answers of 250 small and medium-sized enterprises (SMEs) chosen through cluster sampling from industrially active areas in Jordan. Our findings reveal that the adoption of AI technologies leads to a notable 42.5% enhancement in Sustainable Financial Performance among SMEs, driven by a 50% increase in customer engagement and a 76% improvement through data-driven decision-making processes. While our study did not establish a direct correlation between marketing AI and long-term financial performance, it demonstrated the connection between technology adoption, customer-focused strategies, and data-driven practices. The findings offer actionable insights and recommendations for Jordanian SMEs leveraging marketing AI to achieve competitive advantage and sustainable growth. The study offers significant contributions to how marketing AI improves the Sustainable Financial Performance of Jordanian SMEs by identifying crucial indirect pathways. Unlike previous studies, it focuses on the roles of customer engagement, satisfaction, and data-driven decision-making as mediators rather than emphasizing direct impacts. The findings highlight the importance of integrating technology with customer-centric and data-oriented strategies to drive sustainable growth and competitiveness in SMEs.

Purpose: This paper aims to explore the relationship between job characteristics (JC) and organizational citizenship behavior (OCB) moderated by job satisfaction (JS) among educators in the higher education institutions in the countries of the Gulf Cooperation Council (GCC), including Saudi Arabia, Kuwait, Bahrain, Qatar, United Arab Emirates and Oman, taking into consideration that most educators at the higher education institutions in this area are expatriates.Design/methodology/approach: A sample of 157 faculty members and instructors was used. Five job characteristics (skill variety, task identity, task significance, autonomy and feedback) and five OCB behaviors (altruism, civic virtue, courtesy, conscientiousness, and sportsmanship) were studied. The overall job satisfaction was measured with seven general items adopted from Al-Damour and Awamleh (2002). Data were collected voluntarily using social media network announcements and pencil and paper. Structural equation modeling (SEM) analysis was used in testing this moderation relationship.Findings: Results showed that job satisfaction plays a significant moderating effect in enhancing the relationship between four out of the five job characteristics (feedback, skill variety, task identity and autonomy) and only two out of five OCB behaviors, namely, altruism and courtesy. Also, culture showed no significant impact on results.Research limitations/implications: Using a self-reporting tool, the respondents could give biased responses that might influence results. In addition, the use a complex relationship to establish a causality relationship among many variables measured with many items did make it difficult and sometimes errored out using SEM analysis.Practical implications: This study delivers important suggestions to the management of these institutions as well as higher education administration about how to enhance their educators’ OCBs as a source of competitive advantage taking into consideration that expatriates work within certain legal and social contexts.Originality/value: With very limited related research covering this region, this study provides an insight into how educators’ OCBs can be enhanced within unique employment structures and policies designed for expatriate educators in the GCC countries.

In the dynamic business world, organizations must upgrade their functioning and develop human resources skills to achieve optimal performance. Researchers are currently concentrating on strategic human resources management practices that utilize AI technology, with the aim of enhancing employee competency and achieving the highest possible organizational goals. Therefore, the purpose of this study is to investigate the potential impact of AI experience, AI utilization, AI technical ability, and AI app usefulness on employee self-competence performance in Jordanian pharmaceutical manufacturers. The variables under investigation included AI experience (X1), AI utilization (X2), AI technical ability (X3), AI app usefulness (X4), and individual competency performance (Y). This study employs a purposive sampling technique to gather quantitative data. The SPSS software application analyzes the primary data collected through a questionnaire in this study. The findings show that the AI experience, AI utilization, AI technical ability, and AI app usefulness have a significant positive effect on employee self-competence performance. The findings of this study have implications for stakeholders seeking to enhance individual manufacturing performance. This research identifies the effectiveness of AI experience, use, technical proficiency, and application utility as crucial factors influencing employee performance. These findings provide vital insights for business leaders seeking to improve productivity and operational efficiency. Furthermore, these findings provide a robust basis for evaluating performance and enhancing decision-making processes.

Sustainable marketing emphasizes the integration of social and environmental responsibility into business strategies, positioning employer branding as a vital tool for advancing sustainable organizational practices. Within the healthcare context of Jordan—a country facing unique socio-cultural and systemic challenges—employer branding may foster a culture that promotes safety and employee well-being. While the findings are context-specific, they offer preliminary insights that may be useful in similar healthcare environments in the Middle East or other collectivist settings. This study explores the use of employer branding as a strategic lever to enhance nurses’ safety voice behavior, a critical component of organizational safety and patient care, through the mediating role of employee engagement. Drawing on employer brand theory and self-determination theory, this research investigates how a strong employer brand image contributes to a more engaged nursing workforce, thereby encouraging proactive communication regarding safety concerns. Data were collected from 240 nurses employed at Jordanian hospitals between September and November 2024. The findings reveal that sustainable employer branding—characterized by transparent, ethical, and inclusive organizational values—significantly enhances employee engagement and, in turn, motivates safety voice behavior. By cultivating a supportive work environment that aligns with nurses’ intrinsic motivations, hospitals can improve not only internal communication around safety but also long-term organizational resilience and trust. This aligns with sustainable marketing principles, which advocate for responsible internal stakeholder engagement as part of a broader sustainability agenda.