Njuguna, Muthua James2024-11-112024-11-112022Njuguna, M. J. (2022). Effect of Strategic Orientation on Performance of SMEs in The Agricultural Sector in Nairobi CBD. Daystar University, School of Business and Economicshttps://repository.daystar.ac.ke/handle/123456789/5624MASTER OF BUSINESS ADMINISTRATION in Strategic ManagementThe purpose of the study was to examine the effect of strategic orientation on performance of SMEs in the agricultural sector in Nairobi CBD. The objectives of the study were to establish the strategic orientations adopted by the SMEs, to identify the measures of performance in the SMEs and to determine the effect of strategic orientation on performance of the SMEs. The study anchored on four strategic orientation constructs, namely: market, entrepreneurial, technology and learning orientation. The performance indicators were based on the performance perspectives of the Balance Score Card theory which offered a general performance point of view. This study adopted a descriptive research design. The study analyzed 30 questionnaires used using descriptive statistics. The study found that entrepreneurial orientation was to a large extent adopted by the SMEs. The study findings also indicated that SMEs strongly agreed to the use of both non-financial and financial measures as key indicators of performance. Moreover, the study determined that strategic orientation affects the performance of SMEs in the agricultural sector in Nairobi CBD. In view of the findings, the study concluded that strategic orientation has a considerable effect on SME performance, and therefore SMEs can improve their business processes and achieve effectiveness and efficiency through the employment of appropriate strategic approaches. The study recommends that SMEs should embrace the development and implementation of strategic orientation. The study recommends further detailed study on why some MSMEs do not embrace the use of strategic orientation and how it affects their performance.enstrategic orientationperformance of SMEsagricultural sectorThesis