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This study aims to examine how embeddedness influences consultants' information seeking when making decisions within a social network of relationships, and how these social networks evolve throughout the project delivery stages. The study is grounded in social network theory and examines embeddedness from three perspectives: structural (network cohesion), relational (tie strength in terms of friendship and knowledge awareness) and actor prominence.

A social network analysis (SNA) questionnaire was administered to a team of consultants working on a management consultancy project in Shanghai, China. The SNA measures of density, degree centrality and betweenness centrality were used to analyse relationship patterns among project team members, permitting comparison between the networks. Networks were also compared across the three project delivery stages of collect, consider and create.

Structural embeddedness was observed in the active information seeking behaviour among consultancy team members. The moderate network density of the self-organising information seeking networks across the project delivery stages ensures that the team remains connected but avoids information redundancy and overload. Relational embeddedness was evident through the multiplexity of ties among team members with overlapping friendship and information seeking relationships. The knowledge awareness network's sparseness indicates a team of autonomous knowledge workers with distributed expertise. Project managers were the most prominent actors across the three project delivery stages, underlining these actors' relational leadership role.

The study provides a deeper understanding of collaborative decision-making behaviours in dynamic-project environments. Limited attempts have been made to visualise and analyse the relationships involved in small consulting teams. The novelty of the network approach adopted stems from its ability to offer a structural view of the relationship among consultants, thus offering a distinctive and arguably more complete picture of consultancy team dynamics.

The study validates the social network theory of embeddedness in a real-world collaborative decision-making setting and provides a deeper understanding of information seeking behaviours for decision-making in dynamic-project environments. From a project management process viewpoint, the evolving nature of the information seeking network as it changes across the project stages with associated actors' roles was also visualised graphically, offering a distinctive and arguably more complete picture of consultancy team dynamics.

Facing the global public health emergency (GPHE), the conflict of cultural differences and the imbalance of vital resources such as knowledge among different organizations are becoming more severe, which affects the enthusiasm and sustainability of firms' innovation heavily. It is an urgent problem to be solved for firms how to make use of internal knowledge and external power to help firms' sustainable innovation (FSI). Thus, the purpose of this study is to deeply analyze how firms' internal knowledge diversity (KD) and external ego-network structures [ego-network density (ED) and honest brokers (HB)] affect FSI, as well as how the ego-network structures (ED and HB) moderate the relationship between KD and FSI based on the perspective of the ego network.

Based on the data of the alliance innovation networks of China's new energy industries in 2009–2019, this study uses the social network analysis method and negative binomial regression model to explore the effect of KD and ego-network structures (ED and HB) on FSI, as well as the moderating effects of ego-network structures (ED and HB) on the relationship between KD and FSI based on the perspective of ego network.

This study finds that KD, ED and HB can boost FSI. Moreover, ED plays a negative moderating role in the relationship between KD and FSI. However, the negative moderating effect of HB on the relationship between KD and FSI is not significant.

This study presents fresh empirical evidence and new insights for firms on how to make full use of firms' internal KD and external ego-network structures to facilitate FSI.

First, this study not only enriches the research on the consequences of KD but also expands our understanding of the knowledge-based view to some extent. Second, this study not only enriches the motivation research of the FSI based on the perspective of ego-network in the context of the GPHE but also expands the application scope of social network theory and sustainable innovation' theory in part. Third, this paper is a new attempt to apply social network theory and knowledge-based view at the same time.