There are different views on the nature and content of strategies that ensure positive performance in the economic crisis environment. This has created the need for studies focusing on the relationship between strategies and performance in different economic crises. Manufacturing firms in Zimbabwe have experienced declining performance since 1996. It is against this background that this study examined the dimension of strategic orientations (as measures of strategies) exercised by firms to determine their relationship with performance during the economic crisis. Data on the various dimensions of strategic orientation was collected through questionnaires, while data on performance were collected through questionnaires and financial statements. The study sample was obtained through a stratified sampling technique which falls within the sphere of probability sampling methods. The multiple regression analysis was used to examine the relationships between the six dimensions of strategic orientation and performance. The analysis dimension of strategic orientation was dominantly exercised by many firms. The analysis dimension of strategic orientation was also the most effective because it had a positive relationship with performance (positive profitability and growth). This makes the analysis dimension of strategic orientation relevant in economic crisis. The study showed that the pro-activeness dimension of strategic orientation focused by very few firms had a positive relationship with performance (positive profitability and growth) and hence making it relevant in economic crisis. Moreover, it was established that the relationship between aggressiveness and riskiness dimensions of strategic orientation was negative and hence less relevant in economic crisis. It is therefore recommended that, for manufacturing firms in Zimbabwe to survive, improve performance and ensure sustainability in the current economic crisis environment, they need to focus dominantly on the analysis and pro-activeness dimensions of strategic orientation. This requires firms to invest more in research and development, develop strategic partnerships with other firms, strong networks, innovative and creative capabilities. In addition, firms must avoid fighting competitors and taking risky decisions. This study considered firms that are currently operational and it is recommended that future studies consider firms that closed during the economic crisis to acquire a deeper understanding of the effective strategies in economic crisis. / Business Management / D.B.L.

Market orientation is generally defined as the implementation of the marketing concept within organizations. It has been operationalized by such dimensions as customer orientation (the pursuit of customer satisfaction), Competitor Orientation, Inter-functional Coordination, and Responsiveness. According to a growing body of literature, this strategy is likely to help higher educational institutions in their effort overcome the challenges and pressures of their changing environment (these are: massification, professionalisation, budget constraints, the rise of stakeholders’ requirements in terms of quality control and accountability… In this research, I first object that those researchers who are suggesting market orientation as the suitable strategy have said nothing as for its content or definition. I also contend that empirical works using higher educational setting to operationalize the market orientation strategy are just conceptual transpositions, which do not consider the specificities of higher education institutions as compared to private firms. These shortcomings are the theoretical justification of my research. Hence, after showing the origin of the market orientation rhetoric in higher education, I develop a new conceptualization of the strategy and suggest a new scale for its measurement. The following dimensions composed my suggested scale: Stakeholder orientation (Students, policy-makers, and organizations), Competitor Orientation, Collaboration, Inter-functional Coordination, and Responsiveness. The empirical validation of these dimensions was enriched by a quantitative assessment of the place of the market orientation strategy within the mission statements of higher educational institutions. This research is one attempt in a whole ongoing trend towards research on how to relevantly import private sector strategies into public and nonprofit sector organizations, among which, higher education/<p><p>L'Orientation-Marché est généralement définie comme étant l'implémentation du marketing dans les organisations. Une revue de littérature permet de l’opérationnaliser par les dimensions telles que l'Orientation clients qui consiste en la poursuite de satisfaction des clients, Orientation concurrents, Coordination inter/intra fonctionnelle, et la Réponse organisationnelle. Cette stratégie est de plus en plus évoquée comme pouvant aider les institutions d'enseignement supérieur à faire face aux défis tels que la massification, la professionnalisation, la réduction des financements, la montée des exigences des parties prenantes en termes de qualité. Dans cette thèse, je constate d'une part que certains chercheurs se limitent à proposer cette stratégie sans en définir le contenu, et d'autre part que les travaux empiriques existants sur l'Orientation-Marché dans l'enseignement supérieur se limitent à des transpositions conceptuelles, sans tenir compte des spécificités des institutions d'enseignement supérieur. C'est pour cette raison qu'après avoir démontré l'origine des discours sur l'Orientation-marché dans ce secteur, je développe une échelle de mesure susceptible d'Opérationnaliser cette stratégie. L'échelle comprend l'Orientation vers les parties prenantes (Etudiants, Décideurs politiques, Entreprises), l'Orientation Concurrents, la Collaboration, la Coordination Interfonctionnelle, et la Réponse organisationnelle comme principales dimensions. La validation empirique de ces dimensions a été enrichie par une évaluation quantitative de la place de l'Orientation-Marché dans les missions des institutions d'enseignement supérieur, telles que déclarées dans leurs différents documents. Cette recherche est une première ébauche dans tout un courant de recherches sur l'importations des stratégies de gestion privée dans les institutions à but non lucratif. / Doctorat en Sciences économiques et de gestion / info:eu-repo/semantics/nonPublished