How Are Strategic Orientations Related to Environmental Performance? Empirical Evidence From Moroccan Manufacturing Firms

In an era of intensifying competition, escalating environmental uncertainties, and heightened regulatory and societal pressures, firms, particularly in developing economies, face significant challenges in improving their environmental performance (EP). Grounded in the relational view and dynamic capabilities perspectives, this study examines how market orientation (MO) and entrepreneurial orientation (EO) are associated with EP. It tests a model in which supply chain integration (SCI) serves as a key mediator and organizational ambidexterity (ABX) acts as a crucial moderator. The empirical analysis draws on survey data from 275 Moroccan industrial businesses using Partial Least Squares Structural Equation Modeling (PLS‐SEM). The findings show that SCI significantly mediates the positive relationships between MO and EP, as well as between EO and EP. Furthermore, ABX significantly moderates the SCI‐EP nexus. This study supports the proximity argument of MO while emphasizing the crucial role of collaborative relationships and capabilities for achieving environmental outcomes in developing countries.