Survey_Data.csv

<p dir="ltr">This dataset contains survey responses from 206 senior managers in large Ethiopian manufacturing firms. The study examines how conventional strategies (Proactive Market Orientation, Responsive Market Orientation, Entrepreneurial Orientation) and emerging strategies (Sustainability Orientation, Digital Orientation) influence firm performance, and the role of Non-Technological Innovation Capability (NTIC) in enhancing strategy effectiveness. Methodology: Data were collected using a structured questionnaire survey administered to senior managers across multiple industries in Ethiopia. Responses were self-reported and anonymized to ensure confidentiality. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used in the corresponding research to analyze relationships between strategic orientations, NTIC, and firm performance. Ethical Considerations: Participation was voluntary, and respondents provided informed consent. Data collection adhered to institutional ethical guidelines approved by the relevant ethics committee at Arba Minch University. No personal identifiers are included in the dataset. Variables: Conventional Strategies: Proactive Market Orientation (PMO): anticipating market trends and future customer needs Responsive Market Orientation (RMO): responding to customer needs and market changes Entrepreneurial Orientation (EO): encouraging innovation, risk-taking, and entrepreneurial initiatives Emerging Strategies: Sustainability Orientation (SO): adopting environmentally and socially sustainable practices Digital Orientation (DO): using digital technologies in business operations Other Key Variables: Non-Technological Innovation Capability (NTIC): innovative management, process improvements, and creative marketing Firm Performance (FP): financial (sales, profitability) and non-financial (market share, innovation outcomes) Sample Characteristics (coded): Gender: Male, Female Work Experience (years): <1, 1–5, 6–10, 11–15, 16–20, >20 Position: CEO/President, Deputy Manager, Marketing Manager Firm Age (years): <1, 1–5, 6–10, 11–15, 16–20, >20 Firm Size (Annual Turnover in million Birr): 1 = >10–20 million, 2 = >20–50 million, 3 = >50–100 million, 4 = >100–500 million, 5 = >500 million Industry Category: Leather, Manufacturing & Metal, Food & Beverage, Chemicals, Textile & Clothing, Other Data Collection and Processing:Responses were entered into a structured spreadsheet, cleaned for consistency, and coded for analysis. All numeric and categorical variables follow the coding scheme provided.</p>