Digital Entrepreneurial Orientation and Green Innovation in the VUCA Era: The Impact of Cross-organizational Improvisation and Social Ties

Although research acknowledges the role of digital entrepreneurship in driving corporate innovation, digital entrepreneurial orientation (DEO) remains limitedly explored. Based on resource-based view (RBV) and social network theory (SNT), we developed a model to examine the role of cross-organizational improvisation (COI) and social ties (specifically, business and political ties) in the relationship between DEO and green innovation (GI). Survey data from 217 start-ups support the findings that (a) DEO positively influences green innovation, (b) COI mediates the link between DEO and GI, and (c) business ties (BT) moderate the relationship between DEO and GI; however, the role of political ties (PT) requires further investigation. This study not only contributes to the research on digital entrepreneurship and green innovation, but also enhances our understanding of the path from digital strategy to GI. The insights gained hold significant value for managers seeking to leverage a digital entrepreneurship orientation to foster GI.