Abstract

Abstract Given the increasing importance of environmental sustainability and corporate social responsibility, it is crucial to examine how GMO not only interacts with exploration and exploitation activities but also influences the relationship between these activities and organizational performance. This research aims to uncover insights into how organizations can leverage their green market orientation to enhance their ambidextrous capabilities and, subsequently, their performance. The study's target audience included 408 corporate leaders in senior and executive management roles in different countries. The primary data was collected via a survey conducted in among staff of multinational corporations in Nigeria. The results show that market orientation moderates the impact of contextual ambiguity on organizational performance, but with an outsized influence on organizational effectiveness. The findings also suggest that monitoring and measuring the degree to which an organization is achieving contextual adversity is crucial because of the positive association between contextual dexterity and organizational success. This study also attempts to provide useful suggestions for managers and firms looking to improve performance.