Purpose: The purpose of this paper is to exploreinnovation strategies that managers of small and medium entrepreneur (SMEs) used to implement innovation in their organizations to meet performance goals. Design/methodology/approach: The participants in this multiple case study research comprised randomly selected managers from SMEs operating in Dubai, United Arab Emirates with specialist expertise in successfully implementing innovation in their organizations. Individual interviews were undertaken with participants to gain both an insight and understanding regarding which innovation strategies are best suited to improve performance goal outcomes. A further analysis of workplace internal documents, policies, procedures, SMEs’ websites, review websites and press releases afforded additional insights related to the application of innovative workplace practices which supported productivity improvements in relation to performance goal outcomes. Findings: The findings of this study identified that the role of the top management in cultivating an innovative culture, the identification of ideas as the starting point for innovation and the recognition of customers as resources for the company. Practical implications: Implementing the findings from this study may support job creation, economy protection in downturns and contribution to economic growth, since thriving SMEs have a positive impact on community development through the generation of the employment. Furthermore, the results of this study can help in creating an increase in improving the productivity of Dubai SMEs in Dubai’s GDP, improvement in investment opportunities; better working conditions for employees and possibilities for expanding the operations of Dubai SMEs globally. Originality/value: This study is of value because its findings may contribute to local and global economic growth. Exploring successful innovation implementation strategies in SMEs can result in useful guidelines that SME managers can use to reach the performance goals of their SMEs. Since governmental policies are critical to improving business performance, the Government of Dubai may benefit from this study by addressing key success factors for SMEs through policies and regulations. This study has particular value given the lack of studies that address the issue of innovation implementation in SMEs, especially for SMEs in emerging economies.