Lakew Alemu (PhD)Emnet Fikre2026-03-062026-03-062025-06-12https://etd.aau.edu.et/handle/123456789/7910In Ethiopia Small and Medium enterprises are the most important for the country economy, but there is limitation on the existing studies. The aim of the study was to examine the relationship between the strategic orientation dimensions on the performance of SMEs and the moderating role of environmental dynamism. For the investigation purpose the study used the four strategic dimensions such as entrepreneurial, market, learning, technology orientations used on the study. Data were collected from 196 sample respondents, 184 of them responded. The study employed quantitative, and a cross-sectional research design used. Among different analytical techniques descriptive statics, Pearson correlation, multiple regression, and hierarchical regression analysis used to assess the relation between the independent and dependent variables, and the moderator role of the environmental dynamism by the support of SPPS version 26. Furthermore, the moderation analysis described by using the Macro Hayes process. The study finding show that the entrepreneurial, market, and technology orientations had a significant impact on the firm performance, but the learning orientations were found insignificant to predict the firm performance. The analysis of the moderator of the Environmental dynamism had a significant effect on the all-independent variables and the SMEs performance. As a result, in low environmental dynamism more useful for the strategies than the high one. Therefore, the enterprises should implement their strategic orientation in their sector during in the low environmental dynamism. Keywords: Strategic orientation, Entrepreneurial orientation, Market orientation, Learning orientation, Technology orientations, Environment Dynamism, SMEs performanceenThesis