This study introduces a methodology to quantify knowledge flow in Spanish manufacturing firms, utilizing data from the Enterprise Strategy Survey (ESEE). A composite index is created through a structural equation model (SEM) featuring latent variables, which removes any subjectivity in weighting the dimensions. The analysis encompasses seven critical dimensions concerning innovation, R&D, work organization, and the Internet. Results indicate that dimensions linked to R&D significantly influence knowledge flow and, consequently, business productivity. The combination of R&D investment and the implementation of new organizational approaches in the workplace shows a positive and statistically significant correlation with enhanced productivity. These findings emphasize companies' need to embrace strategies that merge technological advancement with organizational innovation. In this regard, the knowledge flow index highlights the importance of incorporating both elements. This method provides a statistically sound tool for evaluating business competitiveness, emphasizing the necessity of integrating technology and organizational innovation within corporations’ strategies.

E-commerce is generating important changes in our way of life and consumption habits. More and more people are buying all types of products online at any time using different devices. Shopping for food stands out in this context, as it is gaining more market share and increasing in popularity. Digital commerce faces more barriers to entry than others in the mass consumption sector and supermarkets must be able to create a positive browsing and shopping experiences for the consumers who visit their online sites. Understanding digital consumers’ purchasing behaviour and the factors that have an influence on the optimal browsing and consumption experience is of vital importance for every company in the sector. In this sense, flow is an important determinant of digital consumer behaviour that influences important aspects such as their intention to shop online and their e-loyalty.