Implications of strategic orientation on firms’ performance in a lower middle-income country: Does organizational innovation capability matter?

Since the birth and subsequent ratification of United Nations’ Agenda 2030 for sustainable development, local businesses are working assiduously to re-strategize adapt changing external environment including responsible consumptions production in order gain competitive advantage improve their performance. To facilitate this call, our paper is aimed analyse implications strategic orientation on firm performance, develop a model explain mediating role organizational innovation capability relationship between performance with focus lower middle-income country where such studies largely inadequate. Our anchored positivists’ ontology quantitative approach. Cross-sectional survey data have been elicited from formalized small medium enterprises (SMEs) that registered Ghana Enterprise Agency. hypotheses tested using Partial Least Square Andrew Hayes Macro Process techniques. results showed dimensions (marketing, entrepreneurship, technology) exert positive significant effects firms’ Besides, significantly mediates relationships marketing technological orientations This study among very few provide enhance context country. The emergency contextual variables impact would go long way guide managers, owners regulators robust strategies could realization development goals term.