The Impacts Of Strategic Orientation On Firm Performance

The strategic orientation guiding business development has always been highly concerned by researchers and practitioners.By combing the theoretical literature on strategic performance of corporate orientation,this study finds that in the current market environment,the drawbacks of traditional competitor-oriented and customer-oriented have been constantly emerging;at the same time,in order to cope with these shortcomings,scholars have begun in recent years.Advocate a new strategic orientation-brand orientation.Therefore,it is necessary to compare the traditional competitor orientation and customer orientation,and the influence of brand orientation proposed by scholars in recent years on corporate performance,that is,which combination or combination is more explanatory in predicting changes in corporate performance.The existing literature on this topic is very lacking.Through two studies,the paper compares the sample of 1114 listed companies and 326 middle and high-level executives,and compares the impact of competitors,customers and brand orientation on corporate performance.Based on the sample and manual judgment of 1114 listed companies,the research obtained data.Through quantitative analysis of second-hand data,it was found that: The positive influence of brand orientation on corporate performance is the strongest,and the impact of competition orientation is not significant.That is,brand orientation has a greater positive impact on corporate performance than competition and customer orientation;In addition,the interaction effect analysis shows that enterprises with high brand orientation and customer orientation have higher financial performance,that is,enterprises with high customer orientation(Intrinsic brand recognition driver)and brand orientation(External customer needs and desires drive)will have higher performance levels.Based on the data obtained from the manager's questionnaire,the second study further tested the external validity of the conclusions obtained from the research,and verified that the brand performance played a full intermediary role in the influence of brand orientation on financial performance,namely the brand.Orientation promotes corporate financial performance by promoting brand performance.This study compares the traditional competitor orientation and customer orientation,and the influence of brand orientation on corporate performance in recent years.In the context of Chinese companies,it examines the impact of brand orientation on corporate performance and enriches domestic brand management.Relevant research provides theoretical contributions to the mechanism of brand orientation affecting corporate performance,making up for the lack of research in this area,and providing some theoretical references for scholars' follow-up research.The research conclusions also have certain reference significance for enterprise practice.Enterprises should first attach importance to and strengthen brand building at the level of consciousness,and foster enterprise brand orientation focusing on brand building.Secondly,brand orientation is essentially a long-term development orientation,which may require companies to continuously invest resources and create brand recognition with unique positioning and value proposition to win customers and markets.Third,the strategically oriented combination of internal and external integration that not only pays attention to the brand but also pays close attention to the needs and desires of the target customers may be the best strategic combination in the current Chinese market environment to promote high performance levels.Finally,the shortcomings of this research and future research directions are discussed.