Integration Of Organizational Goals With Individual Goals As A Basis Of Competitive Advantage For Bata Shoe Company Limited, Kenya
Abstract
Over time, it has been argued that individual goals and therefore their interestdo not always
match with company goals and consequently, there might appear to a strategic need to instead
align the organizational goals to the individual goals. The need for organizations goal
integration‟s with that of individual employee interest has assumed a prominent role due to its
perceived role in increasing organizational performance. By aligning organizations goals with
that of its employees helps them to contribute towards the overall company objectives and thus
its strategic goal. Integration of organization and employee interest ensures that employee‟s
undertakingshelp in achieving the set strategic goals, which brings forth the positive results. The
research objective was to define the effects of integration of organizational goals with individual goals as
a basis of competitive advantage for Bata Shoe Company Limited, Kenya. The study used descriptive
survey research design. The study population was all the three hundred and five employees working in
the company. The study adopted stratified sampling techniques in selection of respondents for the
study. The study used primary data collection methods administered through questionnaires
comprisingof open ended and closed questions and analyzed by descriptive statistics. The study
found out that sharing of organizational goals in the company resulted in improved employee
level of engagement at the work place as well increasing employee productivity and faster
execution of the organization strategy which ensured that the company responds to market
changes before competitors.. Individual interest was found to be important to the company it
helps in fostering good relationship between the management and employees thus employees
ought to be trained on programmes that improve employee-organization identification.By
involving the employees in coming up with organizational goals they feel they are part of the
company and this increases their level of satisfaction with the company thus creating a cordial
relationship with the management. Integration of organizational and individual goals was found to
have enabled the company achieve competitive advantage through improved innovation, creation of
synergy between the two resources and reduces sub-optimization, genuine empowerment and
enhancement of employees‟ sense of ownership to the organization. The study recommends that
Bata Shoe Company should adapt and develop their organization goals with individual goals to
overcome competition from other companies. The study further recommend that organizational
and individual goals alignment in the company should be pursued as it helps the employees have an
understanding of the company structure and how well they can participate to improve
performance and thus achieve a competitive advantage.
Publisher
University of Nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
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