Lakew Alemu (PhD)Kidist Nigussie2025-08-062025-08-062025-05-18https://etd.aau.edu.et/handle/123456789/6110In Ethiopia’s rapidly expanding digital economy, technology startups play a vital role in economic transformation but face challenges such as limited infrastructure, regulatory uncertainties, and financial constraints. This study investigates the effects of strategic orientations (market, entrepreneurial, learning, and technology) on firm performance among IT startups in Addis Ababa. Using an explanatory research design and quantitative research approach, data were collected from 155 startup managers through a structured Likert-scale questionnaire. The regression analysis revealed that entrepreneurial orientation had the strongest positive influence on firm performance (β = .693, p < .001), followed by learning orientation (β = .363, p < .001). Technology orientation had a significant but negative effect (β = –.195, p = .002), while market orientation showed no significant relationship (β = –.052, p = .348). The study concludes that strategic alignment, especially in entrepreneurial and learning behaviors, is crucial for startup success. It recommends strengthening entrepreneurial and learning practices, improving market responsiveness, and aligning technology investments with business needs. These findings offer insights for founders and policymakers seeking to drive sustainable growth in Ethiopia’s startup ecosystem. Key words: firm performance, Information technology, strategic orientation, IT StartupsenThesis