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 Province, China, it is found that entrepreneurial orientation actively promotes market orientation and positively impacts entrepreneurial performance through market orientation. Environmental uncertainty plays a dual role in this process by enhancing the positive effects of entrepreneurial orientation on market orientation and entrepreneurial performance, while weakening the direct effect of market orientation on entrepreneurial performance. This suggests that in uncertain environments, entrepreneurial enterprises need to strengthen entrepreneurial orientation to adapt flexibly to market changes, while considering various strategic factors to enhance performance. This study provides theoretical support and practical guidance for entrepreneurial enterprises in turbulent markets in strategic decision-making.