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Adegbuyi, Abimbola A. (2019) STRATEGIC ORIENTATION AND PERFORMANCE OF SELECTED SMALL AND MEDIUM ENTERPRISES (SMEs) IN SOUTH-WEST NIGERIA. ["eprint_fieldopt_thesis_type_phd" not defined] thesis, Covenant University Ota..

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This study focused on investigating the influence of strategic orientations on the performance of selected SMEs in South-West, Nigeria. There have been some arguments that one or two strategic orientation dimensions in a single study is prone to simplification and cannot be adopted be SMEs to improve their performance. Consequently, this study adopted a combination of strategic orientation measures such as market orientation, cultural orientation, entrepreneurial orientation, learning orientation and technology orientation in explaining the performance outcomes of SMEs in South-West, Nigeria. Mixed method (quantitative and qualitative approach) was adopted to proffer answers to the research questions as well as the research objectives. This study adopted a descriptive design because it sought to answer the why, how and when of the problem under study. Five hundred copies of questionnaire were distributed to SMEs operators across Six States in South-West, Nigeria, including: Lagos, Ogun, Oyo, Ondo, Osun and Ekiti while the qualitative data gathering was carried out through semi-structured interviews that were conducted on three SMEs operators in each of the geographical locations covered by this study. The analyses of the quantitative data collected were carried out using Pearson’s correlation, multiple regression analysis and Structural Equation Modelling. The qualitative data was analyzed and interpreted using thematic analysis. Results of data analysis showed that there exists positive and significant relationship between cultural orientation and business effectiveness, market orientation significantly influenced business sales turnover, and the role of learning orientation on business efficiency was positive and significant. Also, the results from the Structural Equation Modelling showed that experience has the highest mediating effect on the relationship between strategic orientation and SMEs’ performance at 0.796. The study concludes that cultural orientation should be adopted as a key part of SMEs’ operations; that SMEs owners/managers should adopt market orientation as a strategic part of their firms’ operations. Specifically, market orientation should emphasize a drive for competitive advantage, customer service, customer experience management, customer satisfaction and customer focus.

Item Type: Thesis (["eprint_fieldopt_thesis_type_phd" not defined])
Uncontrolled Keywords: Strategic orientation, Cultural orientation, Market Orientation, Learning orientation, Technology Orientation, Entrepreneurial orientation
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 20 Sep 2021 16:13
Last Modified: 20 Sep 2021 16:13

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