PurposeTaking into account the resource-based view and the dynamic capabilities theory, the main aim of this research is to analyse how the intensification of the internationalisation process entails a solution for the problems generated by an economic crisis in the national market. To do so, we establish two specific goals. The first is to find out the mediator value of the dynamic marketing capability in the relation between the strategy of increasing markets and performance. The second is to determine if there exist differences in this relation between firms of incremental internationalisation and firms of early internationalisation, called international new ventures (INV).Design/methodology/approachThe study provides information on these problems via testing hypotheses of a conceptual model, which uses a sample of 145 Spanish export firms. The data analysis employs a structural equation modelling (SEM) through partial least squares (PLS) as a statistical instrument.FindingsThe results lead to two main conclusions: (1) in times of economic crisis, the dynamic marketing capability plays a mediator role between the increase of the number of international markets served and the international and national results; (2) the dynamic marketing capabilities bring about learning effects in the internationalisation process, which affect incremental firms and INV differently.Originality/valueThis work explores, in times of crisis, how internationalisation becomes a way out for firms to increase the levels of demand and improve their general performance. Furthermore, it also analyses the mediator role of the dynamic marketing capability in the relation between the increase of the level of internationalisation and the firm performance. In this relation, it establishes that there are significant differences in the results obtained between incremental internationalisation firms and INV, determining the notable strategic differences between the two management models when facing periods of economic recession.

Purpose -To determine the mediator role of innovative dynamic capabilities in performance in the internationalisation strategy of firms during periods of economic crisis.Theoretical framework -We base our study on the Theory of Dynamic Capabilities, as a response to the environment produced by an economic crisis. Two firm models are analysed in accordance with their internationalisation strategy: born-global and gradual internationalisation firms.Design/methodology/approach -We propose two hypotheses which are tested with a sample of 145 Spanish exporting firms. We use partial least squares structural equations modelling (PLS-SEM) and partial least squares multigroup analysis (PLS-MGA) to compare the results between born-global and gradual internationalisation firms.Findings -Firstly, innovation capability is necessary for entering new markets to lead to improvements in export performance. Secondly, there are significant differences between born-global and gradual internationalisation firms.Practical & social implications of research -The analysis makes management contributions for improving the use of skills and resources in firms in periods of profound variations of the environment, indicating for managers the importance of advancing in a process of creation and culture of dynamic capabilities.Originality/value -The study makes contributions regarding the role of innovative dynamic capability as an enhancer of international results in periods of economic crisis. It also contributes a novel form of capturing the dynamic character of innovation capability.

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Online sales in the textile sector are undergoing a comprehensive renewal process as a result of COVID-19. This article analyzes how the pandemic has influenced the ZARA brand in its sales channel through its mobile application (app). This analysis has been carried out through the development of a UTAUT 2 model into which the constructs of Corporate Social Responsibility (CSR) and Design have been incorporated. Based on a sample of 736 Spanish people, an anonymous online questionnaire was distributed, and the responses were modeled using structural equations with Smart-PLS. From the results obtained and their interpretation, it is evident how, when purchasing textile products through the app, consumers are indifferent to the CSR of the brand, while design, ease of condition, and habit are shown as the elements that exert the greatest influence on the buyer. Despite being a growing trend within companies, the importance of CSR actions is not yet a determining factor in the intention to use fashion apps. Perhaps in a situation of uncertainty, consumers seek refuge in a well-known brand, without assessing whether the company is aligned with the interests of its environment. In times of COVID-19, users have changed their shopping habits, directly influencing online shopping. But what are the acceptance factors of these apps during this COVID-19 era? For this study, we have analyzed the ZARA fashion app through a sample of users in Spain, where the app has a higher number of active users.

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