A Literature Review Of Strategic Orientations, Digitalization Strategies And The Performance Of Small And Medium Enterprises (SMEs)

Scholars are interested in exploring strategies for better business performance management. The Fourth Industrial Revolution has created a driving force for the application of technology in business activities. The industrial world is evolving into a digital one. The digital era is consistently changing the previous marketing scenarios, and actual issues have to be addressed in order to close the capabilities gap created by various strategic orientations of business and the implementation of digitalization strategies in business. This research is applied in nature and purpose, and is a descriptive/review study in terms of research method. This study, using resource-based theory and dynamic capabilities, examines the existing literature on the interaction between the concept of strategic orientations and business performance, as well as the use of digitalization strategies in businesses. The primary objective of this literature review is to identify how such approaches can improve the performance of small and medium-sized enterprises (SMEs). Based on the literature review, the researchers have identified and discussed the following key issues: Strategic Orientations, Approaches and Dimensions of Strategic Orientations, Market Orientation, Entrepreneurial Orientation, Brand Orientation, Digitalization Strategies and Business Performance of SMEs. In the discussion and experimental conclusions section, the researchers' findings on the impact of strategic orientations on business performance were examined. Furthermore, the importance of aligning digitalization strategies and tactics with the strategic orientations of business was emphasized, and how this can complement other business strategies, particularly in SMEs.

کلیدواژه ها:

Strategic Orientations ، Digitalization Strategies ، Business Performance ، Small and medium enterprises (SMEs)