Paper Title
THE ROLE OF ORGANIZATIONAL INNOVATION AND CONTINUOUS IMPROVEMENT IN PROMOTING LONG-TERM SUSTAINABILITY IN MANUFACTURING UNDER INDUSTRY 4.0

Abstract
The purpose of the current research was to evaluate the effect of innovation on sustainability along with the mediating role of top management support and moderating role of industry 4.0 between innovation and sustainability. The data was collected through a questionnaire-based survey of manufacturing firms of Oman. PLS-SEM was applied on the data collected from 294 top-level and middle-level managers of manufacturing firms of Oman. Results of the study revealed that innovation is the positive determinant of sustainability of manufacturing firms of Oman. Innovation was also found to be favourably shaping top management support in manufacturing firms of Oman, which in turn derived sustainability positively. Results suggest that top management support acted as the positive mediator between innovation and sustainability of Omani manufacturing firms. Findings, however, did not support the moderating effects of industry 4.0 on the association between innovation and sustainability. The present study is expected to support the literature through its rare findings and empirical evidence especially of mediating role of top-management support between innovation and sustainability. It will also help managers of firms in Oman find ways of building their sustainability performance and develop better strategies to cope with challenges of sustainability. Keywords - Innovation, Sustainability, Top Management Support, Industry 4.0. Manufacturing Sector