Project coordination: Dr. Simone Schweiger
This research project investigates how firms can align their strategic orientations to achieve superior performance. In management research, entrepreneurial, market, and learning orientations have been studied extensively. Our work shows that these orientations are not only beneficial individually, but that their complementarity generates synergies—firms perform best when they simultaneously explore new opportunities, adapt to customer and competitor dynamics, and systematically absorb and apply knowledge. Building on this idea, we conceptualize strategic orientation coalignment as the coherent integration of entrepreneurial, market, learning, and innovation orientations. Coalignment requires more than just aligning strategies, it depends on organizational structures and control mechanisms that ensure consistency across business units. Specifically, coordination, formalization, and centralization help firms overcome bounded rationality, fragmented decision-making, and internal conflict. By analyzing different perspectives of strategic fit, such as covariation, moderation, mediation, and profile deviation, we show that superior performance emerges when orientations and structures are deliberately orchestrated into a coherent system.