Purpose: – The development of innovation capability is an important topic for both managers and academics. However, studies that investigate which elements integrate innovation capability in the context of export market are very scarce. Drawing on the resource-based view, the purpose of this paper is to identify important dimensions in order to build a scale to measure innovation capability in exporting firms – the INNOVSCALE.Design/methodology/approach: – The study draws on data collected by online questionnaire in a sample survey of 471 exporting manufacturing firms. The results were obtained using structural equation modeling. Statistical tests demonstrate that the scale presents composite reliability as well as convergent and nomological validity.Findings: – The findings reveal that innovation capability is a higher-order construct formed by four dimensions: product development capability, innovativeness, strategic capability, and technological capability. The results also indicate that all four dimensions of the innovation capability scale are positively and significantly associated with export venture performance.Originality/value: – This study develops a new scale, the INNOVSCALE, which is a measure of innovation capability of exporting firms, and tests its impact on three measures of export venture performance, namely financial, strategic, and achievement.

Purpose: The purpose of this study is to address a recent call for additional research on electronic word‐of‐mouth (eWOM). In response to this call, this study draws on the social network paradigm and the uses and gratification theory (UGT) to propose and empirically test a conceptual framework of key drivers of two types of eWOM, namely in‐group and out‐of‐group.Design/methodology/approach: The proposed model, which examines the impact of usage motivations on eWOM in‐group and eWOM out‐of‐group, is tested in a sample of 302 internet users in Portugal.Findings: Results from the survey show that the different drivers (i.e. mood‐enhancement, escapism, experiential learning and social interaction) vary in terms of their impact on the two different types of eWOM. Surprisingly, while results show a positive relationship between experiential learning and eWOM out‐of‐group, no relationship is found between experiential learning and eWOM in‐group.Research limitations/implications: This is the first study investigating the drivers of both eWOM in‐group and eWOM out‐of‐group. Additional research in this area will contribute to the development of a general theory of eWOM.Practical implications: By understanding the drivers of different eWOM types, this study provides guidance to marketing managers on how to allocate resources more efficiently in order to achieve the company's strategic objectives.Originality/value: No published study has investigated the determinants of these two types of eWOM. This is the first study offering empirical considerations of how the various drivers differentially impact eWOM in‐group and eWOM out‐of‐group.

Purpose – The development of marketing strategies optimally adjusted to export markets has been a vitally important topic for both managers and academics for about five decades. However, there is no agreement in the literature about which elements integrate marketing strategy and which components of domestic strategies should be adapted to export markets. The purpose of this paper is to develop a new scale – STRATADAPT. Design/methodology/approach – Results from a sample of small and medium-sized industrial exporting firms support a four-dimensional scale – product, promotion, price, and distribution strategies – of 30 items. The scale presents evidence of composite reliability as well as discriminant and nomological validity. Findings – Findings reveal that all four dimensions of marketing strategy adaptation are positively associated with the amount of the firm's financial resources allocated to export activity. Practical implications – The STRATADAPT scale may assist managers in developing better international marketing strategies as well as in planning more accurate and efficient marketing programs across markets. Originality/value – This study develops a new scale, the STRATADAPT scale, which is a broad measure of export marketing strategy adaptation.