Change in Strategic Management Orientations and Performance of Mastermind Tobacco Limited In Kenya
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Date
2018Author
Kenduiywo, Shadrack
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
In the current business environment, rivalry and competition has increased, reaching
unprecedented heights thus attaining and sustaining a competitive edge has become a
key strategy for business survival by most of the firms. Strategic orientation gives
direction to an organization and mainly comprises of technology, market,
entrepreneurial, and learning orientations. It also guides a firm’s activities, which in
turn improves its performance. Despite the increasing regulation and taxation of
tobacco products in Kenya, increasing competition from BAT and the need to achieve
a competitive advantage and higher performance, there is no research conducted on
change in strategic management orientations and performance of Mastermind
Tobacco Limited. To cover this gap, this research sought to answer the question: how
does change in strategic management orientation affect the organizational
performance of Mastermind Tobacco Limited in Kenya. The objective of the research
was to examine the effect of change in strategic management orientations and
performance of Mastermind Tobacco limited in Kenya. The study found that change
in entrepreneurial orientation has a significant and positive effect on performance of
Mastermind Tobacco limited. The results also revealed that learning orientation has a
positive and significant effect on performance of Mastermind Tobacco limited. The
study also established that market orientation has an affirmative and considerable
impact on performance of Mastermind Tobacco limited in Kenya. Further, the study
established that technological orientation has a significant and positive effect on
performance of Mastermind Tobacco limited. The study concludes that change in
entrepreneurial orientation, learning orientation, market orientation and technological
orientation all have a positive and significant effect on performance of Mastermind
Tobacco Limited. The study recommends that firms should adopt policies which
enable them to change their entrepreneurial strategies so as to cope up with dynamic
changes in business environments. The study also recommends that Mastermind
Tobacco limited should enhance their learning orientation of their staffs through
creation of knowledge by offering free training tutorial programs as well as funding
education programmes of staffs. Moreover, the study recommends that Mastermind
Tobacco limited should consider customers views by designing of products which
meet the needs of its customers. Finally, the study recommends that Mastermind
Tobacco Limited should adopt new policies which enhance adoption of modern
technology so as to improve on its performance.
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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