Published February 11, 2024 | Version v1
Journal article Open

The effect of environmental dynamism on strategic orientation and innovation: An empirical study of Jordanian firms.


Strategic orientation represents resources and capabilities into firm performance. Further, the relationship between strategic orientation components and innovation performance has been focus of numerous empirical studies over the past decade.The study employs strategic orientation literature to address the issues of strategic orientation. Collected data from 420 executives in 133 firms in Jordan was analyzed using structural equation modeling and hierarchal regression. Strategic orientation assessed as predictors of new product performance, as was the proposed moderator, perceived environmental dynamism. The study finds that both of market orientation and technology orientation have significant effects on new product performance/ innovation success. Further, environmental dynamism had also showed a significant impact on strategic orientation (market orientation and technology orientation) and a new product performance, and at higher levels, a significant moderating effect. The empirical analyses yield results consistent with these arguments. Implications for research and practice are correspondingly discussed.



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