Strategic Orientation and Performance of Public Universities in Kenya

Abstract

There continue to be mixed reactions on the relationship between strategic orientation and performance. This study sought to establish this relationship among public universities in Kenya. The anchor theories were the Miles and Snow Typology and the Dynamic Capabilities theory. Cross sectional research design was utilized. All public universities in in Kenya were the target population for this study. In Kenya there are thirty one registered public universities in Kenya as at 31st December, 2019. Given the size of the population (31), the researcher carried out a census survey. This study utilized primary data obtained by use of questionnaire. The respondents were the senior managers in this case the academic registrars in each university. Descriptive analysis was used to show the manifestation of the variables. Descriptive statistics including mean, standard deviation and co-efficient of variation (COV) were used. Further statistical analysis was by way of simple regression analysis to inspect the variables relationship. The findings revealed that Analysis Dimension, Aggressiveness Dimension, Defensiveness Dimension and Proactiveness Dimension had no statistically significant contribution to performance of the universities, however, the 18.5 % that strategic orientation antecedents account for could be attributed to chance factor, although a substantial contribution to performance of the universities is evidently attributed to other factors as well. It is recommended that there is a need for universities, especially decision-makers at the top level, to exercise more flexibilities in terms of policy to able to quickly adopt competitive strategies like strategic orientation to meet the challenges of evolving business environment. the level of awareness of strategic orientation practices among the universities is seemingly a matter for consideration, which can be addressed through training programs for the top decision-makers at these intuitions.