19 Dec 2022

69

The Influence of Strategic Orientation on Marketing Performance

Format: APA

Academic level: Master’s

Paper type: Case Study

Words: 266

Pages: 1

Downloads: 0

I am a program coordinator in a local hospital. I am interested in the articles “ The Influence of Strategic Orientation, Organizational Innovation Capabilities, and Strategic Planning on the Performance of Technology-Based Firms ” by Rizan, Balfas, & Purwohedi. The book was published in 2019 by  the Academy of Strategic Management Journal.  Another article of interest is “Strategic planning research: Toward a theory-driven agenda” by Wolf, C., & Floyd, published in 2017 in the  Journal of Management.  The two are about strategic planning, and as a program coordinator in a big hospital, I find these research papers very useful to my career. 

Balfas & Purwohedi research study analyzed the organizational innovation capability, strategic planning, and strategic orientation on SME’s performance (pg. 1). The authors analyze these three variables through a technology-based SME point of view. The study surveyed 120 business owners with technology applications in their operations. The researchers used a purposive sampling method, adopting several criteria. The survey data was further analyzed through the Partial Least Square modeling technique (PLS). The research results indicated that organizational innovation capability, strategic orientation, and strategic planning had significant and positive impacts on the firms’ performance. 

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Wolf & Floyd, on the other hand, integrates strategic planning studies completed in over three decades and ranging from the classical framework of strategic planning to the more recent scientific works on the intermediate outcomes like coordination of subunit activity and minimizing manager’s position bias. For the promotion and increase interest in strategic planning research, the study borrows from a wide range of theories beyond contingency approaches and rational design in this area until the mid-90s. The researchers create a more comprehensive conceptualization of identifying future research opportunities and strategic planning for enhancing understanding of how organizational outcomes are influenced by strategic planning. 

References

Rizan, M., Balfas, F., & Purwohedi, U. (2019). The Influence of Strategic Orientation, 

Organizational Innovation Capabilities and Strategic Planning on the Performance of Technology-Based Firms.  Academy of Strategic Management Journal

Wolf, C., & Floyd, S. W. (2017). Strategic planning research: Toward a theory-driven 

agenda.  Journal of Management 43 (6), 1754-1788. 

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StudyBounty. (2023, September 15). The Influence of Strategic Orientation on Marketing Performance.
https://studybounty.com/the-influence-of-strategic-orientation-on-marketing-performance-case-study

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