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This paper investigates how to embrace an “either/and” logic, borrowed from the Yin-Yang epistemological system, to provide a different perspective to the entrepreneurial orientation (EO) research and reframe its paradoxes and dilemmas.

The study adopts the duality map for paradox management, a tool designed to recognize and measure the threshold as a range within which opposite elements can be properly balanced for a healthy tension, to show that the apparently contradictory poles of the EO construct can co-exist within the same organization depending on specific situations, contexts and time.

By using duality maps as working models, the study shows that, in real life, the apparently contradictory poles of the EO construct co-exist in a healthy tension within the same organization and are managed in a constant process of dynamic balancing over time.

The present paper contributes to the EO research by providing a different perspective to the EO concept, thus filling the gap on how to go beyond the traditional polarized (“either/or”) paradigm that has dominated the EO literature since its origins.

EO is dominated by a polarized view that sees opposites as sharp dichotomies. However, the complexity and variability of today’s interconnected world are pushing scholars to move from this hegemonic Western perspective by adopting different cultural and philosophical approaches able to balance the inherent duality of the EO concept.

Using retail banking as a setting and focusing specifically on elderly customers (i.e. individuals aged 60 or more), this study aims to deepen the current understanding of how the physical context and the need for human interaction influence elderly customers' attitudes toward self-service technologies (SSTs) and their behavior.

Using face-to-face questionnaires, a sample of 505 elderly bank customers was collected. Data were analyzed using a multi-method approach, combining a moderated mediation analysis with a fuzzy-set qualitative comparative analysis.

The findings suggest that a pleasant retail space may result in a positive attitude toward SSTs, which increases their co-creation intention. It also highlights that need for interaction of elderly customers with employees has detrimental effects on their attitude toward SSTs.

The current analysis was carried out among Italian elderly banks' customers. Thus, the results are highly dependent on the context of the analysis. In addition, it does not consider the different degrees of knowledge and experience the elderly may have with technology.

This study suggests that providing access and support for using technology may be essential for banks to facilitate SSTs adoption in elderly customers.

To the best of the authors' knowledge, this study represents the first attempt to examine the influence of the physical context on elderly customers' attitudes toward SSTs and their consequent behavioral intentions. Furthermore, it highlights the importance of the human touch for these particular customers.