“…Third, in the context of firms in the developing nations, environmental factors are perceived to have a considerable effect on a firm's efforts and process to pursue innovation (Naranjo-Gil, 2009;Shehzad et al, 2023). Market turbulence is chosen as a significant moderating variable in this analysis since it relevant to the developing nations that requires firms to foster their knowledge resources to enhance their innovation competence for countering threats or risks and seizing opportunities within turbulent markets (Dost et al, 2019;Le and Do, 2023). Although, market turbulence is one of the major environmental factors that significantly dominate the results and levels of innovation, prior works have paid little attention to its role and impact in relation to innovation (Sung and Choi, 2021;Shehzad et al, 2023).…”