The impact of multiple strategic orientations on business performance of cloud software companies: evidence from small SaaS firms

Abstract

The study is dedicated to the topic of multiple strategic orientations and their impact on performance of cloud software companies.

The goal of this study is to cover the existing research gaps in the field of interactions of different strategic orientations and to address the research problem, which is designated as the lack of experience for young software ventures related to building strategic orientations and combining them for achievement of better business performance in the turbulent technological market environment. For this purpose empirical study of evidence from small cloud SaaS firms is applied. Data is collected with the help of questionnaires and in-depth interviews with managers. Methods of quantitative and qualitative data analysis are used.

As the final outcome of the study, research problem is addressed and managerial recommendations related to strategic orientations are provided based on the set of research questions answered with the help of empirical data analysis.