Mwangi, Moses2024-10-152024-10-152016-06Mwangi, M. (2016). Effect of Strategic Orientation on The Performance of Textile Enterprises in Kenya: A Case of Small and Medium Enterprises in Nairobi County. Daystar University, School of Business and Economicshttps://repository.daystar.ac.ke/handle/123456789/5443MASTER OF BUSINESS ADMINISTRATION in Strategic ManagementIn the last decade there has been increased attention and focus on SMEs Investment’s survival and growth in Kenya. SME’s are seen as the key sector that can boost sustainable economic growth and help the country attain the Vision 2030 objective of being a middle level income country by year 2030. This study aimed at determining the effect of strategic orientation on the performance of textile enterprises in Kenya. The objectives were to identify the strategic orientations applicable in small and medium enterprise firms in Nairobi, to determine the effect of strategic orientation on performance of small and medium size enterprises in Nairobi County and to establish challenges faced in embracing strategic orientation in small and medium size enterprises in Nairobi County. The study adopted a descriptive research design. A sample size of 96 SMEs was obtained from the target population with two respondents per firm. Questionnaire was used as the primary data collection method. The data collected was analyzed using the statistical package for the social sciences (SPSS) version 20. A simple linear regression analysis was performed which indicated that the effect of strategic orientation on firm performance was positive but insignificant. It was also found that strategic orientation did not have a significant effect on the performance of textile enterprises in Nairobi County. Finally, the study recommended that prior to the development of their long-term strategies, textile companies should clearly define their strategic orientation, adoption and implementation of such strategies in order to cushion SMEs from the challenging economic conditions, hostile competitive environment, and regressive operational environment.enSMEs Investment’ssustainable economic growthVision 2030 objectivestrategic orientation on performancesmall and medium size enterprisesThesis