Abstract: The study employs the upper-echelons perspective and strategic orientation literature to address the issues of strategic orientation. Collected data from 351 executives in 124 firms in Jordan was analyzed using structural equation modeling and hierarchal regression. Strategic orientation assessed as predictors of new product performance as was the proposed moderator, perceived environmental dynamism. The study finds that both of market orientation and technology orientation have significant effects on new product performance/innovation success. Further, environmental dynamism had also showed a significant impact on strategic orientation (market orientation and technology orientation) and a new product performance and at higher levels, a significant moderating effect. The empirical analyses yield results consistent with these arguments. Implications for research and practice are correspondingly discussed.