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

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