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In recent years, interest in analysing the conceptualisation, measurement, determinants and consequences of sustainability orientation (SO) has intensified. The authors respond to a growing demand for research that delves into external and relational factors of SO in the context of hospitality and tourism industry. This paper aims to analyse how market dynamism (MD) influences the SO of firms in heritage tourism destinations (HTDs) and how bridging capital affects this relationship.

The authors empirically analysed a sample of 238 companies in the UNESCO World Heritage Cities of Peru. The proposed hypotheses have been tested using partial least squares structural equation modelling.

The results show a curvilinear relationship between MD and SO. Furthermore, bridging capital enhances the effects of MD, reducing the focal width of the U-shaped curve. Specifically, when hospitality and tourism firms (HTFs) in tourist destinations operate in environments with low-medium levels of dynamism, the diverse links generated slow down the development of an SO. However, the more dynamic the environment, the greater is the SO of firms with large amounts of bridging capital.

The findings highlight the importance of conducting an analysis based on a contingent approach that considers the coherence between external elements of the environment and internal factors. Such an approach helps to understand how HTFs in developing countries establish their SO. Managers should be aware of changes in demand and seek coherence between the level of MD and their inter-organisational relationships, and so be able to assess potential opportunities through developing an SO.

This study contributes to a better understanding of the sustainability commitment of HTFs in the sustainability of HTDs. This study connects the population ecology and social capital approaches, explaining this relationship from a disaggregated perspective – social and environmental – in the context of a developing country.

This paper aims to analyse through a bibliometric study the academic literature that relates entrepreneurship to foods.

A database of 1,300 papers published in the ISI Web of Science was generated. The bibliometric techniques allowed us to describe scientific literature evolution, most productive authors, institutions and countries, most relevant sources and documents, trend topics and social structure.

The results illustrate an upward trend, more accentuated in the last four years, in publishing papers relating entrepreneurship to the food industry.

This research is novel because although numerous articles relate the food industry to entrepreneurship, no bibliometric articles that analyse the scientific production that relates both terms have been found in the literature.

This article focusses on the hybrid strategy, a simultaneous combination of cost leadership and differentiation strategy. The study aims to examine the impact of hybrid strategy on firm performance through its anticipated positive effects on process and product innovation. In addition, we study the moderating role of adaptive capacity in the direct relationships of hybrid strategy with process and product innovation.

Structural equation modelling was used to analyse 1,842 Spanish firms with fewer than 250 employees. We randomly selected small and medium-sized enterprises (SMEs) operating in Spain from the Spanish Central Business Directory (2021) database. The overall sample design was based on stratified sampling.

We found that hybrid strategy is positively related to firm performance and to process and product innovation. Additionally, in firms implementing hybrid strategies, process innovation fostered firm performance. Finally, adaptive capacity strengthened the relationships of hybrid strategy with process and product innovation. This sheds light on how and when hybrid strategy is most effective in fostering SME performance.

We highlight that SMEs need to establish strategies that use diverse resources and capabilities and not just generate competitive advantage using one strategy (cost leadership or differentiation strategy). This requires an agile and flexible systems and structures.

Our research provides novel results by proposing the adoption of hybrid strategies instead of pure strategies (cost leadership and differentiation strategy) as a way for SMEs to survive during crises. Unlike “stuck in the middle” strategies, our study demonstrates the importance of hybrid strategies in a comprehensive model that links them to innovation and firm performance, with adaptive capacity being a determining factor.