Ambidextrous Market Orientation and Digital Business Model Innovation

With accelerating digital transformation, firms must renew how they create, deliver, and capture value to remain competitive and to advance sustainable competitiveness. This study examines how ambidextrous market orientation drives digital business model innovation (DBMI) through the mediating role of digital resource bricolage and the moderating effect of environmental turbulence. Using survey data and structural equation modeling (SEM), we find that both proactive and responsive market orientations positively affect DBMI. Digital resource bricolage partially mediates both relationships, with a stronger mediation effect for responsive orientation. Environmental turbulence strengthens the association between ambidextrous market orientation and digital resource bricolage. Complementing variable-centric tests, fuzzy-set qualitative comparative analysis (fsQCA) identifies three configurational pathways sufficient for high DBMI, revealing alternative routes to business-model renewal under different contextual conditions. The findings extend ambidextrous market orientation research to digital contexts, enrich the resource-recombination perspective on DBMI, and provide actionable guidance for firms seeking to orchestrate data, platforms, and legacy assets to reconfigure activity systems. By clarifying when and how market sensing and shaping translate into effective digital recombination, this study informs strategies for sustainable competitiveness in turbulent environments.