Effect of Strategic Orientation on Firm Performance : A Mediation Analysis

Authors

  •   Arpita Goyal Academic Associate, Indian Institute of Management Indore, Prabandh Shikhar, Rau - Pithampur Road, Indore - 453 556, Madhya Pradesh
  •   Uma Sankar Mishra Professor (Corresponding Author), Department of Management, Central University of Rajasthan, NH-8, Bandarsindari, Kishangarh, Ajmer - 305 817, Rajasthan
  •   Satyakama Mishra Assistant Professor, Birla School of Management, Birla Global University, Bhubaneswar - 751 029, Odisha
  •   Manidatta Ray Assistant Professor, School of Management, Birla Global University, Bhubaneswar - 751 029, Odisha

DOI:

https://doi.org/10.17010/pijom/2024/v17i4/173428

Keywords:

Customer Intention (CI)

, Competitor Orientation (CO), Technological Orientation (TO), Strategic Orientation (SO), Market Environment (ME), Firm Performance (FP).

JEL Classification Codes

, L21, L26, L20

Paper Submission Date

, August 25, 2023, Paper sent back for Revision, March 14, 2024, Paper Acceptance Date, March 25, Paper Published Online, April 15, 2024

Abstract

Purpose : The purpose of this study was to investigate the notion that the market environment (ME) functions as a mediator between strategic orientation (SO) and firm performance.

Methodology : A systematic questionnaire was used to get information from a sample of 220 SME managers and owners in Rajasthan, India. Structural equation modeling was utilized to test the hypotheses.

Findings : The results demonstrated that the direct influence of SO improves the performance of the organization. The ME partially mediated the impacts of SO on company performance.

Practical Implications : The results of the study demonstrated that successful business owners focus on their customers, seek out and seize new markets, and are committed to developing and implementing innovative ideas. They also need to use technology in their products and procedures.

Originality : This study advanced our understanding of the effects of different SOs on FP by utilizing the ME analysis techniques.

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Published

2024-04-01

How to Cite

Goyal, A., Mishra, U. S., Mishra, S., & Ray, M. (2024). Effect of Strategic Orientation on Firm Performance : A Mediation Analysis. Prabandhan: Indian Journal of Management, 17(4), 58–75. https://doi.org/10.17010/pijom/2024/v17i4/173428

Issue

Volume 17, Issue 4, April 2024

Section

Articles
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