In this paper we examine why strategy innovation is rare. We integrate the knowledge-based view of the firm and embeddedness of economic action to interpret the historic emergence, formation and current lock-in of legacy newspapers. We research the historic case of the provincial press in UK and the current case of a regional leading newspaper in Spain and analyze how, in an industrial context of relative simplicity and certainty, path dependent formation processes are led by knowledge integration mechanisms. We also suggest that in legacy provincial newspapers the formed path has become locked-in due to embeddedness mechanisms, insolating it from outside negative inputs and perpetuating today’s failing business model. Finally, in order to enhance the potential contributions of path dependence to theory and practice, this paper proposes that an observable outcome of strategic change is needed and offer, for this purpose, a refined conceptualization of strategy innovation based on business model studies. This provides some clues about what is needed for the current lock-in of regional newspapers to be eventually unlock.