| dc.description.abstract | To succeed in the long term, organizations must compete effectively and out-perform their rivals
in a dynamic environment. To accomplish this they must find suitable ways for creating and
adding value for their customers. Strategic management is a highly important element of
organizational success. The need to know what the business is about, what it is trying to achieve
and which way it is headed, is a very basic requirement determining the effectiveness of every
member's contribution. Every successful organization has this business self-awareness and every
successful business seems to have this clarity of vision, even though it does not arise from a
formal planning process.
The objectives or this study are to determine the innovation strategies adopted by FM Radio
stations in Kenya as well as identifying the factors influencing choice of an innovation strategy
by an Fm Radio Station. This study adopted a descriptive survey research design. It involved
collecting data in order to answer questions concerning this study where the target population
consisted of all the Radio stations currently operating in Kenya and is at least six months since
they commenced their operations. According to Communication Commission of Kenya (2009),
are 86 radio stations in operation during the period of the study. Simple random sampling
technique was used to sample out 35 radio station from the population.
The study used both the primary and secondary data. Primary data was collected using a semi-structured
questionnaires and interviews with the marketing managers, while secondary data was
in form of literature review sourced from the relevant Journals, articles and magazines. Collected
data was both quantitative and qualitative in nature. Quantitative data was analyzed using a
statistical package. Data was analyzed using descriptive statistics such as the frequencies, mean
and the standard deviations. From the study, the research concluded that innovation strategies are
very essential in any business and hence they should be put in place at any cost since it helps the
organization to realize their objectives.
However, successfully implementing innovative strategies is not easy for any organization and
effective steps have to be put in place to ensure successful implementation. Management of the
company needs to have the required knowledge, expertise and skills before they can agree and
embark upon an implementation programme. | en |
