ORIENTASI STRATEGI DALAM PENGUKURAN

Eka Zahra Solikahan, Ali Mohammad

Abstract


This study generally aims to explain the measurement of strategy orientation in more depth. The qualitative approach was used in this study, by applying library research methods. The data used in the form of secondary data, the scientific article to the source of the data used was elektonik data originating from Google Scholar, Emerald Insights, Sciencedirect, and SAGE. The results for measuring orientation strategy appropriate for SMEs, that are customers, competitors, low cost orientation, entrepreneurship and innovation. But generally orientation strategy can be classified into three main elements, first market orientation, which consists of knowledge, competencies and skills of employees to build good relationships with consumers, second technology orientation which includes understanding employees and managers in the use of new technologies, and the last, Orientation to reduce the cost includes the tendency to reduce costs in the form of cost leadership strategies so that it can increase market share. Third this element can interact dynamically and continuously so that they will produce competitive advantages

Keywords


literature study, strategy orientation

References


Abiodun, A.J. 2009. Exploring the relationship between human personal values, strategy dimension and performance. Universitatii Bucuresti: Analele, Seria Stiinte Economice si Administrative.

Abiodun, A.J. & Ibidunni, O.S. 2014. Strategic orientation, business level strategies, top management factor, organizational system, departmental connectivity. African Journal of Business Management, 8, 495-501.

Aghajari dan Senin. 2014. Strategic orientation and dual innovative operation strategies Implications for performance of manufacturing SMEs. Asia-Pacific Journal of Business Administration, Vol. 6 Iss 2 pp. 127 - 147

Antonio, N.F., Emilio, R. & Jose, D. 2005. Implication of perceived competitive advantage, adaptation of marketing tactics and export commitment on export performance. Journal of World Business, 45, 287-300.

Blumentritt, T. and Danis, W. 2006. Business strategy types and innovative practices. Journal of Management Issues, Vol. 18, No. 2, pp. 274-91

Cooper, Robert G. 1984. New Product Strategies: What Distinguishes the Top Performers ?. Journal of Product Innovation Management, 2 (2), 151-64.

Cooper, Robert G. 1984. The Strategy-Performance Link in Product In-novation. R&D Management, 14 (October), 247-59.

Cooper, Robert G. 1994. New Products: The Factors that Drive Success. International Marketing Review, I (1), 60-76.

Covin J. G. and Slevin D. P. 1989. Strategic management of small firms in hostile and benign environments. Strategic Management Journal, vol.10, no. 1, pp. 75-87.

Covin J. G., Green K. M., and Slevin D. P. 2006. Strategic process effects on the entrepreneurial orientation–sales growth rate relationship. Entrepreneurship Theory and Practice, vol. 30, no. 1, pp. 57-81.

Deshpande, Rohit, John U. Farley, and Frederick E. Webster. 1993. Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis. Journal of Marketing, 57 (January), 23-37.

Gatignon, H. & Xuereb, J.M. 1997. Strategic orientation of the firm and new product performance. Journal of marketing research, 77-90.

Grawe, S.J., Chen, H. & Daugherty, P.J. 2009. The relationship between strategic orientation, service innovation and performance. International Journal of Physical Distribution & Logistics Management, 39(4), 282-300.

Grinstein, A. 2008. The relationships between market orientation and alternative strategic orientations: A meta-analysis. European Journal of Marketing, 42(1/2), 115-134.

Kanter, Rosabeth M. 1988. When a Thousand Flowers Bloom: Structural, Collective, and Social Conditions for Innovation in Organization. in Research in Organizational Behavior, Vol 10, B. M. Staw and L. L. Cummings, eds. Greenwich, CT: JAI Press, 169-211.

Keh H. K., Nguyen T. T. M., and Ng H. P. 2007. The effects of entrepreneurial orientation and marketing information on the performance of SMEs. Journal of Business Venturing, vol. 22, no. 4, pp. 592-611.

Kumar et al. 2012. Strategic orientation, innovation patterns and performances of SMEs and large companies. Journal of Small Business and Enterprise Development. Vol. 19 No. 1, pp. 132-145

Lau, C.M. 2011. Team and organizational resources, strategic orientations and firm performance in a transitional economy. Journal of Business Research, 64(12), 1344-1351.

Lechner, Christian dan Gudmundsson, Sveinn Vidar. 2012. Entrepreneurial orientation, firm strategy and small firm performance. International Small Business Journal 0(0) 1–25.

Lumpkin G. T. and Dess.G. G. 1996. Clarifying the entrepreneurial orientation construct and linking it to performance. Academy of Management Review, vol. 21, no. 1, pp. 135-172.

Miles, R. E., Snow, C. C., Meyer, A. D., & Coleman, H. J. 1978. Organizational strategy, structure, and process. Academy of management review, 3(3), 546-562.

Narver, J.C. & Slater, S.F. 1990. The effect of a market orientation on business profitability. The Journal of marketing, 20-35.

Parker B, Helms MM. 1992. Generic strategies and firm performance in a declining industry. Management International Review, Vol. 32, No. 1, pp. 23-39

Pelham Alfred M. 1999. Influence of Environment, Strategy, and Market Orientation on Performance in Small Manufacturing Firms. Journal of Business Research 45, 33–46.

Pittino, D. and Visintin, F. 2009. Innovation and strategic types of family SMEs: A test and extension of Miles and Snow’s configurational model, Journal of Enterprising Culture, Vol. 17, No. 3, pp. 257-95.

Porter, M.E. 1980. Competitive strategy: Techniques for analyzing industries and competition. New York.

Racelis, A.D. 2006. Relationship between strategic orientation and organizational performance: An exploratory study of Philippine companies. Philippine Management Review, 13(2).

Sarker, S. and Palit, M. 2015. Strategic orientation and performance of small and medium enterprises in Bangladesh. International Journal of Entrepreneurship and Small Business, Vol. 24, No. 4, pp. 572-586

Schul PL, Davis PS, Hartline MD. 1995. Strategic adaptation to extended rivalry: effects on organizational performance. Journal of Business Research, Volume 33, Issue 2, Pages 129-142

Söderbom, M. 2012. Firm size and structural change: A case study of Ethiopia. Journal of African Economies, 21(2), 126-151.

Slater, S.F., Olson, E. and Hult, G.T.M. 2006. The moderating influence of strategic orientation on the strategy formation capability–performance relationship. Strategic Management Journal, Vol. 27, pp. 1221-31.

Stambaugh, J.E., Yu, A. & Dubinsky, A.J. 2011. Before the attack: A typology of strategies for competitive aggressiveness. Journal of Management Policy and Practice, 12(1), 49.

Usta, R. 2011. Strategic orientations enriching the effect of market orientation on company performance: Literature-based holistic model proposal. Anadolu University Journal of Social Sciences, 11(3), 65-84.

Venkatraman, N. 1989. Strategic orientation of business enterprises: The construct, dimensionality and measurement. Management science, 35(8), 942-962.

Voss, G.B. & Voss, Z.G. 2000. Strategic orientation and firm performance in an artistic environment. Journal of marketing, 64(1), 67-83.

Xue, L. & Revell, B.J. 2009. Which way forward for China's vegetable exports? British food journal, 111(1), 26-43.

Zhou, K.Z., Gao, G.Y., Yang, Z. & Zhou, N. 2005. Developing strategic orientation in China: Antecedents and consequences of market and innovation orientations. Journal of business research, 58(8), 1049-1058.


Full Text: PDF

Refbacks

  • There are currently no refbacks.



Jurnal Bisnis dan Manajemen

University of Merdeka Malang

Mailling Address:
Address: Terusan Dieng Street 62-64 Malang, Indonesia
Website: http://jurnal.unmer.ac.id/index.php/jbm
Email: harrilbrimantyo@gmail.com
Phone: 085335345315


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.