Abstract
Purpose The purpose of this paper is to investigate the relationships between strategic orientations as well as the role played by them to impact the performance of industrial firms. Design/methodology/approach The paper formulates some hypotheses from the literature review. These hypotheses are tested using structural equation modeling with data collected from 292 randomly selected firms operating in several industrial sectors in the Kingdom of Saudi Arabia. Findings The findings of this study showed the importance of these strategic orientations in enhancing the performance of Saudi industrial firms and emphasized the mediating role of entrepreneurial orientation in the relationships of market orientation and technology orientation to new product development performance and firm performance.