Economics and Business
ISSN 2775-9237 (Online)
Published: 20 September 2021
Effects of Strategic Orientation on Performance of Telecommunication Sector in Nigeria
Niyi Israel Akeke, Adenike Rita Akeke, Ayodeji Muyideen Awolaja, Mathew Olufemi Oyebanji
Ekiti State University (Nigeria), Adeniran Ogunsanya College of Education (Nigeria)
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Keywords: Strategic Orientation, Technology Orientation, Market Orientation, Entrepreneurial Orientation, Performance
The study explores the potential influences of strategic orientation constructs of entrepreneurial, market and technology orientations on telecommunication firms’ performance using data obtained through structured questionnaires from 57 line managers and 300 customers of these firms. The data collected were subjected to the structural equation modeling technique. The results revealed that strategic orientation has a positive significant relationship with firm performance. Specifically, it showed that only technology orientation has a significant influence on telecommunication firms’ performance. The study contributes to the understanding of the rationale behind which set of strategic orientations should be implemented for improved level of performance in the telecommunication sector.
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