Environmental Uncertainty and Its Impact on Market Orientation and Business Performance : A Study of MSMEs in J&K

The impression of Environmental uncertainty has for a long while been viewed as a central issue of entrepreneurs as it impacts the procedure, structure, and execution of undertakings. Little is understood about how entrepreneurs under a similar climate structure various uncertainties and perform their operations. Given the existing literature approaches, this examination conceptualizes environmental uncertainty involved; Competitive intensity, market turbulence and technological turbulence and explores how these vulnerabilities influence SMEs’ market orientation and business execution. Using the convenience sampling, the primary information was gathered utilizing a questionnaire from 144 proprietors and Managers of MSMEs enrolled in Industrial Estate in Srinagar, J&K. The study results revealed a substantial impact of market uncertainty and competitive intensity yet an inconsequential effect of technological turbulence on market direction and business execution affiliation. The study recommends that SMEs be actuated to establish a severe climate by broadening their markets, adding new items and obliging the necessities of arrangements of clients. These findings denote that market turbulence and competition mutually impact the evolution and strength of SMEs. This examination makes a significant commitment in creating an assemblage of advancement literature and offers guidelines to administrators and researchers in prompting firms’ inventiveness