Dealing with environmental change is at the same time a challenge and a necessity for firms in order to ensure their long-term survival and prosperity. This holds true now more than ever due to unprecedented levels of change and uncertainty, as SANCHEZ notes: “In recent years, the rapid development of major new technologies, the increasing globalization of markets, the rise of innovative new forms of organizations, and the appearance of new patterns of intense competition have created unprecedented levels of environmental change and uncertainty for organizations of all types”.2
KeywordsFirm Performance Intense Competition Apparel Industry Unprecedented Level Product Uncertainty
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