Mediating effects of market orientation on the relationship between market environmental uncertainty and adaptive capacity

This study investigates the effects of market orientation and environmental market uncertainty on the adaptive capacity of technology-based companies located in innovation habitats. Methodologically, the research included a survey of 137 companies, analyzing the data through structural equation modeling. The results reveal that market orientation, characterized by an intensive focus on the customer, valuing information and interfunctional coordination, significantly increases the adaptive capacity of organizations. Environmental market uncertainty, defined by the unpredictability of consumer demands, demonstrated a positive correlation with both market orientation and the adaptive capacity of companies. This study enriches the literature by illustrating that market orientation can act as a mediator in the interaction between environmental market uncertainty and adaptive capacity, suggesting that organizations can use their market orientation as a defensive and offensive strategy.