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This study examines the competitive dynamics between firms that adopt a proactive shaping strategy and those that take a reactive adaptation approach when faced with uncertainty. By combining the multi-armed bandit framework and Cournot competition, a simulation model is used to analyze the performance implications of these strategies. Results show that when the shaper's shaping capability is weak, the adapter's flexibility to switch to a more lucrative alternative benefits it in competition. As the first stage becomes longer and the shaper's shaping capability increases, the shaper tends to see an accumulative advantage. Findings also suggest a U-shape relationship between the shaper's shaping capability and the adapter's profit. When the shaper's shaping capability is strong enough, the adapter can earn a higher profit by following the shaper's lead. Implications for capability development, imitation, and the broader ecosystem are discussed. [ABSTRACT FROM AUTHOR]