Abstract:

The influence of environmental factors on the effectiveness of organizational variables has had a long tradition of support in the literature. It has been suggested that the success of firms’ strategic orientation will be contingent on the environmental dynamism. Empirical findings regarding the effect of technological uncertainty on the degree of market orientation and performance range from a positive to a negative relationship, signifying that there is no univocal position as to whether firm should commit more resources to engage in higher degree of market orientation in their operations. In light of this uncertainty, we highlight that more empirical research need to be carried out in order to better understand this unique relationship.