THE CONSEQUENCES OF STRATEGIC ORIENTATION OF THE FIRM ON BUSINESS PERFORMANCE

• Main Author: Cristian DUTU
• Format: Article
• Language: English
• Published: Universitaria Press Craiova 2016-11-01
• Series: Management & Marketing
• Subjects: strategic orientation; financial performance; market effectiveness
• Online Access: http://www.mnmk.ro/documents/2016_02/4.pdf

This study aims to develop a conceptual model used for empirical testing of strategic orientation and the effects of the strategic orientation on organizational performance. As the strategic orientations addressed by organizations vary by organizational environment, the main objective of strategic management research has been to determine and understand performance differences between firms. The present research used the results obtained by interviewing 121 large companies in Romania, and by using simple linear regression, we tested the existence of strategic orientation in these companies and its effects on organizational performance. This research confirms the presence of strategic orientation at firm level and its positive effect on performance. The major contribution of this study is that it complements the empirical data in existing literature around the effects of strategic orientation on organizational performance.