The strategic orientation of a firm contributes positively to its business performance. However, there are still many unexplored facets of strategic orientation of a firm and its antecedents, thus preventing researchers and practitioners from fully understanding how this contribution takes place. Strategic orientation assumes corporate-level perspective, where differences in perspective can be expected between marketing-driven and finance-driven organizations. If strategic orientation is placed in the context of today’s Big Data era, marketing analytics becomes an increasingly important tool in shaping strategic orientation. Hence, this paper has two objectives: (1) to investigate how marketing-driven and finance-driven organizations achieve long-term strategic orientation and (2) to examine the role of marketing analytics for long-term strategic orientation. The participants in a quantitative survey were managers responsible for marketing from a cross-industry sample. The results indicate that marketing-driven organizations achieve long-term strategic orientation indirectly through marketing analytics. Finance-driven organizations are not significantly related to long-term strategic orientation. Authors confirm a positive relationship between long-term strategic orientation and business performance.

• Zabkar Vesna(University of Ljubljana)
• Arslanagic-Kalajdzic Maja(University of Sarajevo)