Company’s strategic orientations: Theoretical review and development of conceptual foundations

The article examines the theoretical aspects of the concept of a company’s strategic orientation. The most applicable “classical” types of strategic orientation are presented, their components are analysed, and the development of knowledge about this concept is categorized by period. The emergence of new types of strategic orientation in companies is also explained by modern environmental factors, with a brief description of these new types. Based on an analysis of current environmental trends and literature, the article concludes that a new historical stage in the development of the concept of a company’s strategic orientation has been identified, and that the existing periodisation of this concept has been adjusted. This contributes to the theoretical development of knowledge about strategic orientation.