<b>“Who Am I” Determines “What Do I Do”? How Does the Founder Identity Drives Innovation Behavior Through Entrepreneurial Learning</b>

This study examines how founder identity influences entrepreneurial innovation behavior by shaping the choice of learning approach. Drawing on social identity theory, the paper aim to deepen the understanding of how entrepreneurs’ self-perceived roles affect their motivation to learn and, consequently, the degree and type of innovation they pursue. A sample of 237 entrepreneurs was collected using snowball sampling and an online survey platform, investigating how three distinct founder identities—Darwinian, Communitarian, and Missionary—associate with exploratory versus exploitative learning in innovation. Grounded in social identity theory and the knowledge creation framework, the results provide empirical evidence that both Darwinian and Missionary identities significantly predict innovative behavior. Furthermore, entrepreneurs with a Darwinian identity tend toward exploitative learning (focusing on refinement/efficiency), while those with a Missionary identity favor exploratory learning (emphasizing experimentation/novelty). Missionary identity are more likely to engage in exploratory learning, emphasizing experimentation and novelty.