Abstract:
The purpose of this study is to examine the impact of strategic orientation on firm
performance of SMEs in Ratnapura District. SMEs contributes to generation of
employment, generation of income, contribution for social activities and reduction
poverty. SMEs have been recognized as an important strategic sector for promoting
growth and social development of Sri Lanka. Org anization response for environmental
chaiges according to the strategic orientation. Furthermore, organizations have to
face the competitive market with globalization and technological change. So there is
need for consider about SMEs strategic on firm performance.
The study was conducted by collecting primary data through a structured
questionnaire by using five point likert scale. For this study 344 SMEs owner mangers
were selected. And used the random sampling method. Statistical Package for Social
Sciences (SPSS) version 22usedto analyze the data. Data analyze is done by using
Reliability, descriptive statistics, Pearson's correlation coefficient and regression
analysis.
In this study determinants are Aggressiveness, Analysis, Defensiveness, Futurity,
Proactiveness and Riskiness. The dependent variable of this study is firm
performance. It has been measured by the perceived measures on profitability and the
sales growth. This research study is analysis the personal information and the
research information. As per the research findings the strategic orientation positively
impact on the firm performance in SMEs in Rathnapura district.
As a recommendation Supportive institutions such as Industrial Development Board,
Provincial Council and Ministry of Small Industry should can provid effective
awareness programs, training programs and workshops to enhance and improve
strategic orientation.
The results of this study is essential for the owners and managers of the SMEs to
improve the firm performance through the strategic orientation. And also the quality
makers and the regulatory bodies.
