The Effect of Strategy on Company Performance. A Study of the Manufacturing Industry in Colombia

The strategic orientation adopted by a company generates an effect on its performance; the objective of this work is to identify the effect that a company's strategic orientation has on its performance. The study was carried out at 199 industrial companies in Colombia; information was processed using confirmatory factor analysis, CFA, and a structural equations model, SEM. Three types of strategic configurations were identified as were the positive effect these had on financial indicators and the perception of performance. Conclusions were that aspects such as cost rationalization and reduction have faded to the background in the Colombian context, while a high incidence for the development of marketing processes and product quality was identified in configuring the strategy [PUBLICATION ABSTRACT]