This study explores the impact of strategic orientation dimensions on new product development capability of
firms in the agro-business industry. The study based on questionnaires administered to selected agro-based firms in Lagos
and Ogun states (Nigeria) utilized descriptive statistics, Pearson’s correlation to analyze the data obtained for the study.
Results of data analysis showed that there exist positive relationship between strategic orientation dimensions and new
product development. However, aggressiveness, analysis and riskiness dimension were found not to have any effect on
new product development. The study recommends that the adoption of appropriate strategic orientation by agro-based
firms to enhance their intentions of developing new products can aid constant innovations and engagement in research
and development that result in designing products that will satisfy customer needs
