Exploring the impact of entrepreneurial orientation and market orientation on entrepreneurial performance in the context of environmental uncertainty

In the current complex economic environment, entrepreneurial enterprises, as a crucial force in China's economic transformation, have vital survival and development strategies. This study is grounded in resource-based theory, integrating strategic management and contingency theories. It establishes a theoretical model based on the influence pathway of "entrepreneurial orientation-market orientation-entrepreneurial performance", incorporating environmental uncertainty as a moderating variable. The research focuses on entrepreneurial enterprises in the industrial, agricultural, and service sectors, specifically those established within the last 8 years. Through empirical analysis of 303 samples from Hubei…

• HU
  Hubei University of Automotive Technology
• HU
  Hubei University