From Turmoil to Triumph: Does Environmental Uncertainty Matter to Organizational Creativity and Competitive Advantage: The Role of Organizational Agility

Abstract

Based on contingency theory, resource-based view theory, and confusion theory, this research paper expresses new insights into various strategic and managerial theories that call for adaptation to environmental changes, especially during uncertain times. Further, it expands our understanding of organizational agility as a moderating role in the relationship between environmental uncertainty and organizational outcomes within the hospitality context. The data were obtained from top-level managers in five-star chained Egyptian hotels. The findings indicated that environmental uncertainty has a considerable detrimental effect on organizational creativity and competitive advantage. Additionally, the negative relationship between organizational outcomes and environmental uncertainty is significantly moderated by organizational agility. The study's results have several theoretical and practical implications for the hotel industry.