Although innovation orientation has been documented as the primary strategy to support a firm's growth, imitation orientation, which represents an alternative strategic and cultural focus, has begun to receive attention. However, empirical evidence as to how each orientation is shaped by environmental turbulence and whether it is fruitful to adopt both orientations simultaneously is lacking. This study attempts to close such an important research gap by surveying 294 managers at 147 firms in China. Results indicate that dysfunctional competition and technological turbulence, two critical environmental forces in emerging economies, influence the extent to which a firm adopts these two strategic orientations. The results also suggest that firms should stay focused on one strategic orientation rather than both to optimize their performance outcomes.