International Journal of Research and Innovation in Social Science (IJRISS) | Volume IV, Issue IX, September 2020 | ISSN 2454–6186

Strategic Orientation Dimensions: A Critical Review
Ndubuisi-Okolo Purity Uzoamaka( Ph.D), Anekwe Rita Ifeoma and Rev. Chukwunonso Joseph Nosike
Department of Business Administration, Faculty of Management Sciences, Nnamdi Azikiwe University, Awka, Anambra State, Nigeria.

Abstract: This research centered on strategic orientation dimensions; a literature review. The paper x-rayed the diverse components of strategic orientations, their features and relevance in organizations. Theoretical research design was adopted. The choice of this design was informed by the conceptual nature of this work as it concentrated on literatures mainly. Major finding revealed that the components of strategic orientation contribute colossally to the development of strategy which is an integrated plan through which an organization accomplishes its goals and objectives. Conclusively, with an effective strategy put in place owing to strategic orientation, the mission and vision of an organization will be surely realized. We recommended that organizations need to review their strategies on regular basis in order to remain competitive in a technologically-sophisticated business environment in which we live.

Keywords: Strategic orientation, market orientation, entrepreneurial orientation, learning orientation and organizational performance.

I. INTRODUCTION

Strategic orientation focuses attention on the execution of strategic directions that guide and direct the activities of an organization towards establishing proper conduct that enables firms to achieve continuity in the optimum performance of their businesses ( Hakala, 2010, Liu and Fu, 2011, Jeyakodeewari and Jeyanithila, 2013). An organization, undoubtedly, can cope with its ever-competitive and volatile environment to achieve competitive advantage if strategic orientation dimensions are thoroughly comprehended and incorporated into their plans. This is because the whole essence of business is to maximize profits and gain competitive advantage over its rivals or competitors.

Strategic orientations encompass the broad outlines for strategic action (Slater, Olson & Hult, 2006). Strategic Orientation is not a novel concept and remains as old as Catholic Church. It is an integral part of Strategic Management since it has gained wide acceptance in the field. Strategic orientation is influenced by both internal and external environmental factors. These factors can either impact positively or negatively on strategic orientation. Therefore, Strategic orientation of individuals in a firm determines the method of strategic management in that organization because it is a philosophy that guides a firm’s business conduct. It involves the broad outlines for strategic actions and directions taken by firms (Slater, Olson & Hult, 2006.)