STRATEGIC ORIENTATION AND FINANCIAL SUSTAINABILITY AMONGST MIDDLE INCOME GROUP IN THE NIGER DELTA: MODERATING CORE VALUE

This study investigates the influence of strategic orientation on financial sustainability among middle-income earners in the Niger Delta, with core values as a moderating variable. Economic sustainability, the dependent variable, is measured through revenue reliability, cost efficiency, and financial independence. In contrast, the independent variable, strategic orientation, encompasses dimensions of strategic aggressiveness, innovation orientation, and risk management. The research employs an ex post facto cum cross-sectional survey design, utilizing secondary data sourced from the National Bureau of Statistics and World Banksupported surveys. The target population comprises professionals, entrepreneurs, and civil servants categorized as middle-income earners. Findings reveal a significant positive relationship between strategic orientation and financial sustainability, highlighting that proactive engagement with opportunities, innovation, and risk management practices foster economic resilience. However, the study identifies a nuanced role of core values; while these principles provide ethical grounding and stability, they may restrict the adoption of innovative or high-risk strategies necessary for dynamic market adaptation. This duality underscores the importance of balancing adherence to core values with strategic flexibility. Recommendations include promoting innovation and risk-taking through targeted training, optimizing financial operations for efficiency, and fostering core values like accountability and transparency that align with strategic objectives. Businesses are also encouraged to diversify income streams and integrate adaptive strategies to mitigate economic volatility