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This paper explores whether workers share innovation returns and how the size of innovation returns is affected by market conditions. Using a panel data of Spanish manufacturing firms during the period from 1990 to 1993, we answer affirmatively to both questions. Product and process innovations both generate returns, but such returns are higher for process innovations. The size of innovation returns seems to be affected positively by demand growth, by product standardization, and by low product market concentration. The three empirical results are in agreement with the theoretical predictions, such as Schmoockler’s (1966) theory of demand‐pool innovation, the price‐elasticity of demand effects postulated by Kamien & Schwartz (1970), and the replacement effect suggested by Arrow (1962). At the time of generating returns, process innovations are more affected by market conditions than are other innovations.

This study develops a model that explains export sales volume by destination based on a company's export marketing strategy. A seemingly unrelated regression model (SURE) simultaneously estimates the explanatory value of the different elements of the marketing strategy, as well as company characteristics, such as experience, size and motivation to export, on entry decisions to six different regional markets made by exporting companies in a southern European country. The data were collected from a sample size of 2,264 exporting companies. Findings confirm the importance of exporting experience and proactiveness in determining high export sales volumes in every regional market except for those psychologically close. Nevertheless, different marketing strategies depending on the region lead to high export sales volumes. For example, low price strategies in the case of Latin America or differentiation strategies based on the augmented product in the case of the USA generate high export sales. Promotional expenditures are of higher importance for distant markets, but for closer markets channel development is the key.

This study aims to explore the joint effects of environmental customer and green reputation pressures (GRP) on environmental management systems (EMSs), and their linkages to environmental and business performance, especially among export manufacturers.

This study collected empirical data from 437 manufacturers in multiple countries to explore differences in handling environmental customer and reputation pressures among export and domestic manufacturers and the subsequent performance implications.

The results indicate that although the GRPs might initially enhance firms’ environmental compliance and reputation, they can also support EMSs and sustainable performance. Furthermore, as firms increase their engagement in exports, both environmental customer and GRPs intensify, leading to stronger EMS implementation as well as sustainable performance, mainly in environmental measures.

The findings suggest that the international market orientation is an important context to understand sustainability developments.

The study offers an alternative approach to understanding the environmental customer and GRPs, to accommodate resources for sustainability development.