Research excellence has been the main thrust of higher education reforms in several countries, but its translation into coherent policies has proved to be controversial. Literature has delved into the role exerted by contextual factors and individual characteristics in the adoption of behaviours inspired by social values. Our study aims at investigating the effect of individual and contextual features and their interplay in the quest for research excellence. We formulate and test hypotheses on a dataset collecting the publication records of the population of 4510 Italian academics in business and management and in architecture in the 2004-2013 period. Findings disclose that, alongside previous achievements, research-oriented settings favour research excellence. In addition, we show that a research-oriented context enhances the publication record of academics without highly ranked publications, whereas it slightly reduces the productivity of outstanding academics. Implications for public policy, especially in terms of performance measurement systems, are presented.