“…Second, we address concerns that current institutional theories do not fully explain variations in responses to institutional pressures (e.g., Berrone et al., 2010; Martins, 2005) by testing alternative mechanisms underlying conformity and showing that family and nonfamily firms respond heterogeneously to external social pressures, despite experiencing similar propensities to conform. Relatedly, we address the gap in research on conformity and distinctiveness in privately held family firms, as most of prior research has focused on public firms where institutional pressures tend to prevail over the private interests of family owners and managers (e.g., Berrone et al., 2010; Engel, Hack, & Kellermanns, 2015; Miller et al., 2013). Finally, we contribute to literature on innovation in family firms by suggesting that conformity pressures help maximize their innovation efficiency (Duran, Kammerlander, van Essen, & Zellweger, 2015; Patel & Chrisman, 2014).…”