“…According to Milliken (1987), an entity cannot reliably forecast its own setting because of environmental uncertainty, the lack of knowledge, or the lack of discernment between important and unrelated evidence. Environmental uncertainty includes the difficulty of product descriptions, technical uncertainty (Chai et al, 2019), uncertainty in demand, uncertainty in supply (Jermsittiparsert & Wajeetongratana, 2019), and product principles (Premkumar et al, 2005). Meijer et al (2006) linked environmental uncertainty with technical vagueness, resource vagueness, uncertainty about competitiveness, seller vagueness, consumer vagueness, and political instability.…”