An examination of firms’ strategic orientations, innovativeness and performance with large Korean companies

Abstract

Purpose This paper aims to provide an examination of firms’ strategic orientations, innovativeness and performance with large Korean companies. Design/methodology/approach The authors investigated the impacts of firms’ major key strategic orientations (customer orientation [CO], competitor orientation [PO], technology orientation [TO] and internal/cost orientation [IO]) on firm innovativeness (INNO) and performance outcomes with large Korean companies. Findings The results of the analysis showed that CO, PO and TO positively influence the innovativeness, which contributes to firm performance. Originality/value The authors provide some managerial implications on the multiple roles of strategic orientations on firm INNO and performances, along with limitations of this study and future research directions.