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The purpose of this paper is to obtain evidence for validity of the consumer xenocentrism scale adapted to wine consumption in Brazil. Xenocentrism is the internalized belief of the consumer about the inferiority of national products, and a propensity to prefer foreign products when compared to national products for the purposes of social aggrandizement.

Two samples composed of wine consumers were investigated (online and paper-and-pencil questionnaires), and the scale validation process was carried out in two studies. The sample of the first study was composed of 195 participants, and in the second study, 258 participants were investigated. Data were treated with confirmatory factor analyses and structural equation modeling.

Main results pointed to the discriminant and predictive validity for the Brazilian version of the scale of consumer xenocentrism adapted to the context of wine consumption.

This study expands on the original one by Balabanis and Diamantopoulus (2016), proposing the validation of the scale with Brazilian consumers. It also expands on the understanding of this behavior to a specific product (domestic wines) and offers evidence of scale validity in a culturally and economically context different from that of the original study, suggesting some evidence that the xenocentrism construct may actually occur in different cultures. An agenda of empirical research is suggested, to the understanding of the antecedents of xenocentric consumption behavior that will help Brazilian wineries to come up with more effective marketing strategies.

The research aims to identify the impacts of strategic knowledge (SK) and information technology capabilities (ITC) on innovation ambidexterity (IAM) through business process performance (BPP).

The research framework is developed based on the theoretical grounding of resource orchestration (RO) (SK and ITC) impacts on IAM. The structural equation modeling (SEM) technique was used to test the research framework on a sample of 441 responses from Brazilian firms.

The results suggest that SK and ITC facilitate BPP, resulting in IAM. The findings also suggested differences in path coefficients in the SK and ITC of the business value generation process framework under environmental turbulence (ET). Finally, a strong SK of ITC is especially important in enabling BPP and IAM in large firms. Another case of most manufacturing and service firms demonstrated that both SK and ITC are essential to impacting IAM through BPP mediation.

The findings provide insight into how professionals can think and plan carefully to align SK and ITC for achieving balanced innovation and improving BPP in the dynamic business environment.

The study establishes a relationship between SK, ITC, BPP and IAM. The study developed novel constructs of SK and ITC and tested them, which gives new insight and links among the constructs.