This article aims to examine strategic orientations’ effects on
firms’ performance in emerging economies such as Turkey. Stra
tegic orientation directly affects all organizational activities and
behaviors. Strategic orientations such as market orientation
(MO), e-marketing orientation (EMO), entrepreneurial orien
tation (EO), and technology orientation (TO) are evaluated in
this study. EMO is explained, along with its components and
effect on firm performance, financial performance (FP), and
marketing performance (MP). EMO has two components: Philo
sophical E-marketing Orientation (EMO-ph) and Behavioral
E-marketing Orientation (EMO-behv). The research hypotheses are