The purpose of this research is to investigate the effect of entrepreneurial orientation (EO) on firms’ performance in the telecommunication sector in Sudan. The EO is reflected in innovativeness, pro-activeness, risk-taking, competitive aggressiveness and autonomy which have been treated as a one-dimensional construct. Firms’ performance has been measured by financial and non-financial indicators in a subjective manner. To accomplish the research objective, data were collected through a self-administered questionnaire distributed to a sample of respondents from the four companies (Zain, Sudani, MTN and Canar) composing the sector of the telecommunication in Sudan. The findings revealed that, EO has a significant effect on firms’ performance in the telecommunication industry in Sudan. The findings of this research provide additional evidence from an under-examined context to support the link between EO and firms’ performance. Additionally, this research offers practical implications to practitioners, investors, entrepreneurs, board members, and fund providers pursuing instruments for evaluating the success of telecommunication companies. The study concluded that, in an environment characterized by uncertainty and rapid change, EO appears to be an essential way of creating and maintaining superior firms’ performance.
Key words: Entrepreneurial orientation, firms’ performance, Sudan, telecommunication.