THE EFFECT OF STRATEGIC ORIENTATIONS ON ORGANIZATIONAL PERFORMANCE OF SMES: EMPIRICAL EVIDENCE FROM PAKISTAN

Authors

  • Jawad Hussain University of Malakand, Department of Commerce and Management Sciences
  • Arshad Ali Khan Abdul Wali Khan University Mardan, Institute of Business and Leadership
  • M. Idrees khan University of Malakand, Department of Commerce and Management Sciences

DOI:

https://doi.org/10.23925/2179-3565.2019v10i3p48-58

Keywords:

Strategic orientation, Pakistan, Organizational performance, learning orientation, Market orientation

Abstract

Strategic orientations like Market orientation (MO) and Learning orientation (LO) play critical role in improving the performance of both large and small scale businesses. This paper investigate the relationship between LO and organizational performance with MO as moderator. The current study reports the findings of two hundred and seven owners or managers of Small and Medium Sized Enterprises (SMEs) in Pakistan. The findings of the study indicate a positive relationship between LO and organizational performance. Mo was found to have moderated the direct relationship between LO and organizational performance. This study is among the few attempts made to systematically examine the interplay among MO, LO and organizational performance in SMEs operating in Pakistan.

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Published

2019-12-19

Issue

Vol. 10 No. 3 (2019): SET/NOV

Section

Papers

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