| dc.description.abstract | Most research continually advocates that evaluation is a necessary process to establish whether
innovation has been effective in meeting individual and organizational priorities. This enables
judgments to be made, about cost effectiveness and to aid organizational learning and
improvement. Despite innovation absorbing real and substantial costs, and considering
Beddowes (1994) conclusion that the clarity of organizational objectives in terms of innovation
has led to an increased emphasis on the evaluation of return on investment, Doyle (1994)
observes that systematic evaluation rarely occurs within organisations. The objective of this
study was to determine the application of innovation strategy by Safaricom Ltd.
This research was conducted through a case study. Primary data was collected from the heads of
departments of the company, selected from various departments this being corporate strategy,
human resources, regulatory, and business development, sales and marketing department. The
data collected which is qualitative in nature, was analyzed using conceptual content analysis
which was best suited method of analysis.
From the findings, the study found that Safaricom limited has adopted some innovation
strategies. These innovation strategies were on financial, organizational structure, technology,
customer care, products and human resource. The company has also used generic competitive
strategies to gain the innovative advantage. These strategies were divided into cost strategies,
differentiation strategies and market focus. The findings of the study show that there are several
challenges that are facing the firm and the company has put up various innovation strategies to
counter the waves especially those posed by competition in the industry. The study recommends
that managers be on the look out for any possible factor that has an implication on the operations
of the business and respond appropriately. | en |
