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Sunderland Repository records the research produced by the University of Sunderland including practice-based research and theses.

Strategic Orientation and Sustainable Competitive Performance of Family Firms: Evidence of an Emerging Economy

Khan, Rizwan Ullah, Salamzadeh, Yashar, Abbasi, Munir A., Amin, Ali and Sahar, Noor E. (2022) Strategic Orientation and Sustainable Competitive Performance of Family Firms: Evidence of an Emerging Economy. Journal of Small Business Strategy, 32 (2). pp. 67-82. ISSN 2380-1751

Item Type: Article


This study tried to shed light on the relationship between strategic orientations and sustainable competitive performance with the mediating effect of strategic flexibility of family-owned SMEs in an emerging economy. This study is significant because family firms need a more flexible and quick organizational structure to respond effectively to external market demands. For achieving fruitful insights, data was collected from family-owned manufacturing firms operating in Islamabad and Rawalpindi verified from Small and Medium-sized Enterprises Development Authority (SMEDA). In addition, structured questionnaires were used to collect the data from top management through an online source; for testing the hypotheses, Smart PLS-SEM was deployed. The finding suggests that strategic flexibility firmly explains the mechanism to support the relationship between both strategic orientations (entrepreneurial and market) and sustainable competitive performance. Thus, our study suggests several recommendations to the policymaker and governmental bodies to support the family-owned firms in modifying existing resources according to the market demand.

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Uncontrolled Keywords: Entrepreneurial Orientation Market Orientation Strategic flexibility sustainable competitive performance Family-owned SMEs Pakistan
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Depositing User: Yashar Salamzadeh


Item ID: 15102
Identification Number:
ISSN: 2380-1751
Official URL:

Users with ORCIDS

ORCID for Yashar Salamzadeh: ORCID iD

Catalogue record

Date Deposited: 26 Sep 2022 15:05
Last Modified: 24 Jan 2023 10:01


Author: Yashar Salamzadeh ORCID iD
Author: Rizwan Ullah Khan
Author: Munir A. Abbasi
Author: Ali Amin
Author: Noor E. Sahar

University Divisions

Faculty of Business, Law and Tourism > School of Business


Business and Management > Business
Business and Management > Business and Management
Business and Management > Management (general)

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