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The purpose of this study is to examine the role of wine involvement in moderating the effect of winery service quality on loyalty toward small family wineries.

This study used a structured questionnaire. The survey was distributed to wine tourists who visited small family wineries located in Crete, Greece and a total of 216 usable questionnaires were collected for the study. To analyze the data, the study used partial least squares structural equation modeling.

The results reveal that wine involvement moderates the effects of winery service quality on wine tourists’ loyalty. Specifically, staff behavior affects the loyalty toward wine tourists with low involvement more significantly compared to the wine tourists with high wine involvement. On the other hand, the quality of wine tastings affects the loyalty of wine tourists with high wine involvement more significantly in contrast with the wine tourists with low wine involvement.

Findings suggest that winery operators need to take into consideration wine involvement among wine tourists when they develop a winery service strategy. Operators of small family wineries can provide more customized, diverse and quality wine tastings to wine tourists with high wine involvement while prioritizing winery staff’s behavior and hospitality to those wine tourists with low wine involvement.

This study contributes to extant wine tourism literature by adding the effects of wine involvement on wine tourists’ loyalty toward the winery, and particularly focusing on small, family wineries.

This research focuses on analyzing the impact of Green Supply Chain Management (GSCM) on the Sustainable Performance (SP) of Spanish wineries, as well as the mediating effect of Green Ambidexterity Innovation (GAI) and the moderating role of Top Management Environmental Awareness (TMEA) on the main relationship posited (GSCM-SP). In addition, age, size and membership in a Protected Designation of Origin (PDO) were used to increase the precision of the cause-effect relationships examined.

The study proposes a conceptual model based on previous studies, which is tested using structural equations (PLS-SEM) with data collected from 196 Spanish wineries between September 2022 and January 2023.

The results of the research reveal the existence of a positive and significant relationship between the development of GSCM and SP of Spanish wineries, as well as the partial mediation of GAI and the positive moderation of TMEA in this linkage.

The novelty of this study lies in its exploratory approach, as it ventures into new research territory by examining the mediating effect of GAI and the moderating influence of TMEA on the relationship between GSCM and SP, being, to the authors' knowledge, the first research to investigate these specific dynamics.

This research focuses on analyzing the impact of Green Intellectual Capital (GIC) on the Environmental Performance (EP) of Spanish wineries, as well as the mediating effect of Green Ambidexterity Innovation (GAI) on the main relationship posed (GIC–EP), and the moderating effect of Top Management Environmental Awareness (TMEA) on the GAI–EP link. In addition, age, size and size and membership in a Protected Designation of Origin (PDO) to increase the accuracy of the cause–effect relationships examined.

The study proposes a conceptual model based on previous studies, which is tested using structural equations (PLS-SEM) with data collected from 196 Spanish wineries between September 2022 and January 2023.

The results of the research reveal the existence of a positive and significant relationship between the development of GIC and EP of Spanish wineries, as well as the partial mediation of GAI in this link and the positive moderation of TMEA in the GAI–EP relationship.

The originality of the study is explained by several factors. First, the study pioneered the exploration of TMEA as a moderator of the relationship between GAI and EP, allowing such analysis to improve understanding of the dynamic interaction between innovation and environmental management. Second, to the best of the authors' knowledge, there are no preceding studies that have previously proposed the theoretical model presented in this research, thus providing new scientific knowledge on the intellectual capital field. Third, the contextualization of the study in the wine sector, traditionally perceived as little knowledge-intensive, contributes significantly to the existing body of scientific knowledge on the environmental management of wineries, given that it allows the identification of the catalysing variables of EP in the Spanish wine context.

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The study finds that wine involvement moderates the impact of winery service quality on customer loyalty.

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The rise of emerging economies in the innovation landscape has often been attributed to the positive spillovers of innovation capabilities from multinational corporations (MNCs). However, it is less certain that their innovative capabilities imported from the home country function effectively in the host country from the outset. This study examines the performance of the innovation capabilities of MNC subsidiaries in emerging economies over time by considering the gradual process of their learning about host countries.

We employed stochastic frontier analysis to measure innovation capabilities, our focal construct. For regression analysis, we applied the Mundlak estimator, a variant of the fixed-effects panel estimator, to a sample comprising subsidiaries of MNCs from technologically advanced nations operating in Korea between 2006 and 2016.

Our results indicate that the innovation capabilities of MNC subsidiaries initially underperform those of local firms but improve over time, eventually surpassing the capabilities of their local counterparts. Furthermore, our findings reveal that institutional distance amplifies the underperformance of the innovation capabilities of MNC subsidiaries.

This study contributes to the literature by extending both theoretical development and empirical measurement of innovation capabilities in cross-national settings. Additionally, it deepens our understanding of whether and how MNC subsidiaries adapt their innovation capabilities to the local market environment.