STRATEGIC ORIENTATIONS, COMPETITIVE ADVANTAGE, AND BUSINESS PERFORMANCE

Internally oriented business units, externally oriented business units, and businesses with dual emphasis (which are internally and externally oriented) are analyzed with respect to their performance. The results of the empirical investigation reveal that the internally oriented and the externally oriented businesses have not achieved competitive advantage and are underperformers. The results also portray that the businesses with dual emphasis have achieved competitive advantage and perform well.