THE EFFECT OF STRATEGIC ORIENTATIONS ON PERFORMANCE
- Department of Business Administration, Al-Iraqia University, Baghdad, Iraq.
- Department of Management and Technology at Universiti Teknologi Malaysia (UTM), Malaysia.
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For survival in today's changing economy, firms need to demonstrate superior performance relative to their competitors.This study seeks to examine the influence of market orientation(MO),entrepreneurial orientation(EO),and technological orientation(TO)on the performance of small and medium-sized firms (SMEs) in the growing marketplace of Iraq to attain exceptional performance. Drawing upon data from 388 SMEs, this study uses a structured survey that was developed from a methodical literature review.The data were subsequently analyzed utilizing Structural Equation Modelling (SEM), The findings revealed that MO, EO, and TO have positive effect on firm performance within SMEs in the Iraqi marketplace.This study provides SMEs with a better understanding of their strategic to improve business performance.Moreover, it offers critical insights that may assist SMEs in comprehending strategic orientations and their advantages for corporate performance.
[Emad Alani, Laith Naji Alsadoon and Omar Turki Hazzaa (2025); THE EFFECT OF STRATEGIC ORIENTATIONS ON PERFORMANCE Int. J. of Adv. Res. (Aug). 384-394] (ISSN 2320-5407). www.journalijar.com
