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This study examines the influence of organizational culture types, specifically clan, adhocracy, hierarchy and market culture, on innovative capability and a firm’s international growth orientation within Brazil’s wine industry.

The paper builds on empirical evidence gathered from responses of managers from 230 Brazilian winemaking organizations based on a self-administered survey. The hypotheses in the conceptual model are tested using Smart-PLS (partial least square).

The types of culture that showed a positive relationship with dynamic innovation capability were clan, adhocracy, and market. Regarding the orientation for international growth, the market culture is the most conducive. Clan culture is not ideal for internationalization, and both adhocracy and hierarchical cultures showed no relationship. It was found that dynamic innovation capability has a positive relationship with the orientation for international growth.

The study broadens the research perspectives for analyzing resources from the Brazilian wine industry, further examining their linkage with the orientation for the international growth of the segment. The findings provide managers with insights about which types of culture should be fostered when aiming to innovate and internationalize.

The advancements are related to the Sustainable Development Goals advocated by the United Nations.

The study is motivated by the lack of integrated methodologies that relate organizational culture, dynamic innovation capability and orientation for international growth. International business research has neglected to specify which particular resources a company needs to have a propensity for international growth orientation.

This study aims to answer the following research question: What are the opportunities for future research concerning the Frugal Innovation (FI) phenomenon? To address this, the authors propose a novel approach to literature review on the topic. They do so in view of synthesising scholars’ recommendations for subsequent studies. They also advocate that it is time to contribute to the establishment of the FI field by mapping the future of this approach.

The authors conducted a systematic literature review (SLR) to connect past and future research on FI. After the screening process of the documents extracted from multiple databases, they performed a bibliometric analysis to provide an overview of the field. Furthermore, the lexical analysis and descending hierarchical analysis were generated through the IRAMUTEQ software to identify the clusters for future research on FI.

This research not only demonstrates the current state of the art of FI literature but also identifies a research agenda with six categories of opportunities for further studies on the topic: frugal consumer behaviour; establishment of the field; sustainable impact; approaches to different contexts; implementation processes; and challenges for value creation.

The FI phenomenon is receiving increasing attention from scholars in the management field due to its socioeconomic and managerial implications, especially after the Covid-19 outbreak. Therefore, the findings benefit scholars striving to expand the scope of FI research, as well as entrepreneurs, managers and organisations aiming to enhance their social responsibility to reduce their environmental impact.