Published Online:March 2025
Product Name:The IUP Journal of Business Strategy
Product Type:Article
Product Code:IJBS040325
DOI:10.71329/IUPJBS/2025.22.1.65-75
Author Name:Uma Maheswari B, Kavitha D and Sujatha R
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:65-75
Today’s global dynamic marketplace requires that organizations need to be both sustainable and competitive. A significant factor facilitating the same would be the strategic orientation of the firm. The paper investigates the relationship between ‘strategic orientation’ and ‘firm performance’ of small and medium agribusinesses in India. A total of 192 agribusinesses were included in the study’s sample. The results show that all three aspects of strategic orientation, i.e., entrepreneurial orientation, market orientation and technology orientation, have a beneficial impact on business performance. The relationship between technology orientation and company performance is much greater, emphasizing the relevance of technology investment and upgradation for enterprises in the agriculture sector.
Agribusinesses are a significant segment of the Indian industrial landscape and contribute significantly to the GDP and employment generation capability of a nation. As India is a predominantly agrarian economy, success of agri enterprises benefits the farming community both directly and indirectly (Gill et al., 2012).