MA 24 Effect Of Strategic Orientation on Survival of Small And Medium Scale Printing Firms In Plateau State of Nigeria

Effect Of Strategic Orientation on Survival of Small And Medium Scale Printing Firms In Plateau State of Nigeria


 AKYUZ Murat, PhD
Department of Business Administration Nile University of Nigeria, Abuja, Nigeria

OPUSUNJU Michael Isaac, PhD
Department of Business Administration Nile University of Nigeria, Abuja, Nigeria

ZWINGINA Twaliwi Christy, PhD
Department of Business Administration, Bingham University, Karu, Nasarawa State of Nigeria

Abstract
Many small and medium scale printing press firms fail because they cannot identify what they are good at or weak in and thus drawing a strategic direction thus finding out what they really need to do during certain situations. This study investigates the effect of strategic orientation on survival of small and medium scale printing firms in Plateau State of Nigeria Abuja. The population of study included all the small and medium scale printing press in Plateau State of Nigeria which are 57 and the sample size of 50. A methodology was adopted which involved the use of survey research design and regression method was used. Multiple regression model was formulated to estimate the strategic orientation proxies, like customer orientation, market orientation, entrepreneurial orientation and technological orientation that influence survival (growth) of small and medium scale printing press firms in Plateau. The data obtained were subjected to a statistical technique of multiple regression analysis using a software option of SPSS version 20.00. From the results, the finding is that strategic orientation has a positive and significant effect on growth of growth of small and medium scale printing press firms in Plateau State of Nigeria. The study recommended that small and medium scale printing press firms in Plateau State of Nigeria should continue to apply the concept of strategic orientation and continue to use them in surviving in their small businesses as well as growing the organization since it has a positive effect.
Keywords: Strategic Orientation, Market Orientation, Entrepreneurial Orientation, survival and growth
JEL Classifications: DUJEDS_DEC_19_002

Akyuz, M., Opusunju, M. I., & Zwingina, C. T. (2019). Effect Of Strategic Orientation on Survival of Small And Medium Scale Printing Firms In Plateau State of Nigeria. Dutse Journal Of Economics And Development Studies (Dujeds), 8(December), 291-298.

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