How to measure strategic orientation of a firm using archival data?

Are you aware of any proven methodology to assess the strategic orientation of a company using archival data (technology orientation; customer orientation and competitor orientation) (Gatignon and Xuereb 1997)?

The only solution I found in the literature, was run a content analysis of the letter to the shareholders, but the R2 tends to be low.

Strategy

Strategic Management

Study Design

Strategic Analysis

Organizational Studies

Chantal Hervieux

Saint Mary's University

Archival data can be used for measures of strategic orientation in terms of innovativeness - R&D expenditures are often used. Strenght of this measure is that it can be compared and assessed through time, you can therefore investigate changes in strategic orientation of a firm. Weakness is that it really only measures a small part of what innovativeness is.