How structural embeddedness leads to pioneering orientation

摘要

This paper studies the influence of structural embeddedness (SE) on pioneering orientation (PO) in the Spanish shoe industry. The results obtained indicate that SE has a curvilinear relationship (inverted U-shape) with PO. This curvilinear relationship is moderated by both technological and marketing capabilities in opposite directions. While the relationship is weaker with an increase in technological capabilities, it is stronger with an increase in marketing capabilities. The paper contributes to the literature by delving deeper into the relationship between SE and PO, highlighting a number of drivers of SE that encourage or hamper PO.