The Effect of Analytical Orientation on Proactiveness in Managerial and Economic Consultancy Firms

Proactiveness is a strategic orientation. Studies have shown that firms with higher proactiveness gain better performance than their competitors. So, identifying the factors that affect proactiveness is becoming more and more essential. Analytical orientation is known as a strategic orientation too. Analytical orientation means the inclination of firms toward using decision support systems, planning techniques, control systems, human resource planning, and executives’ performance appraisal. The purpose of this study is to investigate the relationship between analytical orientation and proactiveness. Data collected from 91 managerial and economic consultancy firms in Iran. Data analysis was done using the structural equation modeling technique with SmartPLS3 software. Findings showed that analytical orientation has a positive significant effect on proactiveness. Those consulting firms which aspire to strengthen proactiveness should pay serious attention to analytical orientation.