Effect strategic orientation on the performance of selected manufacturing firm in Enugu State, Nigeria

The study focuses on effect strategic orientation on the performance of selected manufacturing firm in Enugu State, Nigeria. The study sought to determine the extent at which market orientation affect customer satisfaction, ascertain the nature of the relationship between technological orientation and product quality, and identify the effect of entrepreneurship orientation on innovation and creativity. The study had a population size of 872, out of which a sample size of 274 was realised using Taro Yamene's formula at 5% error tolerance and 95% level of confidence. Instrument used for data collection was primarily questionnaire and interview. Out of 274 copies of the questionnaire that were distributed, 259 copies were returned while 14 were not returned. The descriptive survey research design was adopted for the study. The hypotheses were tested using Pearson product moment correlation coefficient and simple linear regression statistical tools. The findings indicate that Market orientation significantly affects customer satisfaction (r = 0.698; F = 244.499; t= 8. 520; p< 0.05). There is a positive relationship between technological orientation and product quality (r =.598, P<.05). Entrepreneurship orientation has a significant effect on creativity and innovation (r = 0.532; F= 101.193; t = 5.438; p< 0.05). The study concluded that strategic orientation is the philosophy of enterprises which represents their attempts to reach higher performance and shows how a job may be performed with a set of values and beliefs. The study recommended that Firms should conducted market feasibility study in order to understand the needs of customer and ensure that they are satisfy at lower cost