Strategic orientation and performance among Small Business Firms in Ampara district

Small businesses are vital for people in the Ampara district in terms of employment generation and this, in turn, contributes to the Gross Domestic Production to the development of the country. It is, therefore, paramount to study the small business sectors in the region and to figure out the problems faced by these small businesses. The major objective of the study is to find the association between strategic orientation of small businesses in Ampara District and its performance. This study helps to identify factors that constitute the strategic orientations in small businesses in the Ampara District of Sri Lanka. This helps to figure out the problems in adopting the strategic orientation by small businesses. Data were collected by utilizing questionnaires. A model was tested using collected data that was analysed using multivariate techniques. Small businesses in the Ampara District are struggling to achieve its profitability with lucrative performance. Hence, there should be proper guidance by way of formulating strategies so that they will be devising strategies by adopting marketing orientation, entrepreneurial orientation, technological orientation and marketing capabilities.