Main Article Content
Organizations face significant challenges affecting their performance, especially as they operate in an unstable environment and severe competition. Therefore, the organization's ability to adopt environmental change and respond willingly is a signification of success. The objectives of this study are to examine the relationship between behaviour market orientation and strategic flexibility. Considering the impact of innovation as a moderator variable. The study used the resource-based theory and entrepreneurial orientation theory as a theoretical foundation as well as the relevant literature review to develop the model and hypotheses. The study used the descriptive methodology questionnaire was configured and distributed to a convenient sample of service institutions in Khartoum state a total of (236) questionnaire were distributed and collected (206) a response rate (86%), spss and Amos23 were used to analyse the data. Structured Equation modelling and Path analysis were used to test the hypotheses. The results reveal that there is a positive relationship between some components of behaviour market orientation and information flexibility; also the results predict that the innovation is not moderate the relationship between behaviour market orientation and strategic flexibility. Based on stud's results, the discussion of the findings, the theoretical and practical implications as well as the limitations in this study are provided.
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