Abstract

The purpose of this study is to understand the moderating role of market dynamism in the relationship between organizational flexibility and pioneering behavior in tourism firms in Arequipa, Peru. This study aims to delve into the antecedents of pioneering orientation understood as a strategic stance that favors the creation and launch of new products in the market.Design/methodology/approachThis empirical study involved the analysis, using partial least squares regression, of 306 surveys administered to mangers of tourism enterprises. Mediation has also been examined using the bootstrapping method.FindingsThe results show that organizational flexibility has a positive impact on pioneering behavior, while market dynamism positively mediates this relationship.Practical implicationsThis work provides interesting theoretical and empirical contributions for the management of firms in the tourism sector. Firms should develop capabilities to reconfigure their processes and products to adequately implement and exploit innovations generated in their organizations. In addition, tourism enterprises should improve their performance by creating new products and/or services, aligned with changes in customers' purchasing and consumption habits.Originality/valueThis study aims to elaborate on the background of pioneering orientation understood as a strategic stance that favors the creation and launch of new products in the market. This study also proposes that market dynamism is a factor to be considered in improving this relationship.