From Technological Flexibility to Sustainable Products: The Mediating Role of Environmental Scanning and Circular Economy Principles

Technological flexibility is widely recognised as a driver of product innovation, yet its role in enabling the transition toward sustainable products remains insufficiently understood. This study addresses this gap by examining how technological flexibility shapes product–market strategies through two pathways: (1) technological flexibility—environmental scanning—product-market strategies (T–E–S) and (2) technological flexibility—environmental scanning—circular economy principles—product-market strategies (T–E–C–S). Using an abductive design and a survey of 300 medium and large manufacturing firms in Poland, we analyse eight dimensions of environmental scanning, seven circular-design principles, and four Ansoff-based strategic orientations. Non-parametric correlation tests and Kruskal–Wallis analyses, and post hoc tests show that technological flexibility significantly increases environmental scanning intensity. Yet only five macro-environmental segments trigger circular-design behaviour, and only two principles—repairability and waste minimisation translate into sustainable product strategies. Results reveal two competing logics: a commercial logic focused on market opportunities and an ecological logic centred on sustainable design. Their integration occurs only under high technological flexibility and scanning engagement. The study contributes new empirical evidence on mechanisms linking flexibility, scanning, circularity, and sustainability-oriented product innovation.