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Unlocking the complementary effects of multiple strategic orientations on firm performance: an interplay of entrepreneurial, sustainability and market orientation

Hafiz Muhammad Usman Khizar (Institute of Business Management and Administrative Sciences, The Islamia University of Bahawalpur Pakistan, Bahawalpur, Pakistan)
Jawad Iqbal (Institute of Business Management and Administrative Sciences, The Islamia University of Bahawalpur Pakistan, Bahawalpur, Pakistan)
Junaid Khalid (Institute of Business Management and Administrative Sciences, The Islamia University of Bahawalpur Pakistan, Bahawalpur, Pakistan)
Zahid Hameed (College of Business Administration, Prince Mohammad Bin Fahd University, Al Khobar, Saudi Arabia)

Kybernetes

ISSN: 0368-492X

Article publication date: 28 February 2023

197

Abstract

Purpose

This study aims to investigate how the interplay of multiple strategic orientations influences the growth-based performance of small and medium enterprises (SMEs). The authors have specifically examined the direct and complementary effects of multiple strategic orientations [i.e. entrepreneurial orientation (EO), market orientation (MO) and sustainability orientation (SO)] on firm performance.

Design/methodology/approach

The data have been collected from 410 SMEs operating in Pakistan.

Findings

The results revealed that the multiple strategic orientations (EO, SO and MO) have positive direct as well as complementary effects on SMEs' growth-based performance. Specifically, the joint effects of EO and MO were shown higher than other combinations and complementarities. Moreover, the direct effect of SO is found far lesser than the joint implementation of SO with either EO or MO.

Originality/value

This study provides key insights into corporate sustainability, strategic orientations and SME performance literature. The implications for theory, practice, policy and future research are discussed.

Keywords

Acknowledgements

This paper is based on the PhD research of Hafiz Muhammad Usman Khizar.

Conflict of interest: The authors declare that there is no financial and any non-financial conflict of interest.

Citation

Khizar, H.M.U., Iqbal, J., Khalid, J. and Hameed, Z. (2023), "Unlocking the complementary effects of multiple strategic orientations on firm performance: an interplay of entrepreneurial, sustainability and market orientation", Kybernetes, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/K-03-2022-0319

Publisher

:

Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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