Melesse Henock Semaw, Knatko Dmitrii Mikhailovich
Higher School of Economics University, Department of Strategic and International Management, Russia.
Heliyon. 2024 Jul 31;10(15):e35497. doi: 10.1016/j.heliyon.2024.e35497. eCollection 2024 Aug 15.
While there are several studies that examine the performance implications of different strategic orientations, little is known regarding the complex interplay between the two prominent strategic orientations and strategic capabilities in impacting firm performance. Notably, it is ambiguous how a firm's strategic orientations are aligned with different strategic capabilities to maintain competitive performance. To address this gap, the study employs a moderated mediation analysis to investigate the mediating role of strategic capabilities in the relationship between market, technology orientations, and firm performance. It also examines the moderating effect of environmental dynamism in shaping the mediated association between strategic orientations and performance. Based on the survey results of 205 large Ethiopian manufacturing firms, our findings confirm that market orientation exerts a positive and significant influence on both marketing and market-linking capabilities, while only marketing capabilities mediate the relationship between market orientation and firm performance. Likewise, there is a strong association between technology orientation and strategic capabilities (i.e., technology and information technology capabilities), mediating the relationship with firm performance. Meanwhile, environmental dynamism influences the indirect relationship that exists between market, technology, and firm performance through their corresponding strategic capabilities. Our study sheds light on strategic management literature by showing the unique relationship and interdependency between strategic orientations and capabilities in attaining superior performance. This study also forwarded some practical implications of the findings.
虽然有几项研究考察了不同战略导向对绩效的影响，但对于两种突出的战略导向与战略能力在影响企业绩效方面的复杂相互作用，我们却知之甚少。值得注意的是，企业的战略导向如何与不同的战略能力相匹配以维持竞争绩效尚不明晰。为填补这一空白，本研究采用调节中介分析来探究战略能力在市场导向、技术导向与企业绩效之间关系中的中介作用。同时，本研究还考察了环境动态性在塑造战略导向与绩效之间的中介关系时所产生的调节效应。基于对205家埃塞俄比亚大型制造企业的调查结果，我们的研究发现证实，市场导向对营销能力和市场连接能力均产生积极且显著的影响，而只有营销能力在市场导向与企业绩效之间起中介作用。同样，技术导向与战略能力（即技术能力和信息技术能力）之间存在紧密关联，且这种关联在技术导向与企业绩效之间起中介作用。与此同时，环境动态性通过相应的战略能力影响市场导向、技术导向与企业绩效之间的间接关系。我们的研究通过揭示战略导向与能力在实现卓越绩效方面的独特关系和相互依存性，为战略管理文献做出了贡献。本研究还提出了这些研究发现的一些实际意义。
