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Do types of strategic orientations make a difference? A study of MNCs' performance in foreign markets

Artikel i vetenskaplig tidskrift
Författare Tobias Pehrsson
Publicerad i European Business Review
Volym 32
Nummer/häfte 1
Sidor 26-45
ISSN 0955-534X
Publiceringsår 2020
Publicerad vid Centre for International Business Studies
Sidor 26-45
Språk en
Länkar dx.doi.org/10.1108/ebr-03-2018-0071
Ämnesord Configurations, Performance, Market orientation, Entrepreneurial, orientation, Resource-advantage theory, Strategic orientations, entrepreneurial orientation, business performance, export performance, oriented behaviors, firm performance, general-theory, innovation, capabilities, management, success, Business & Economics
Ämneskategorier Företagsekonomi

Sammanfattning

Purpose The purpose of this paper is to create a new research direction within the domain of firms' strategic orientations. Design/methodology/approach Based on data from Swedish multinational corporations (MNCs), this paper identifies types, i.e. configurations, of strategic orientations involving the components of entrepreneurial orientation and market orientation, and examines relationships with performance in foreign markets. Cluster analysis identifies types, and linear regression analysis examines relationships with performance in foreign markets. Findings Four types of orientations were found: conservative; entrepreneurial; maximizing; and irresolute. Furthermore, it was found that the relationship with performance in foreign markets is most positive for the maximizing followed by the conservative and irresolute. Practical implications Instead of solely relying only on entrepreneurial orientation, or market orientation, corporations are advised to carefully evaluate their configuration of orientations. The evaluation is decisive because it cites implications for performance. Originality/value The study contributes to the literature on strategic orientation in a unique way as it captures performance implications stemming from types of strategic orientations.

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