Sources of sustainable competitive advantage in the mobile telephony sector in Kenya
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The objectives of this study were to establish the sources of sustainable competitive advantage in the mobile telephony sector in Kenya and to determine the strategies adapted by the mobile telephony players to achieve sustainable competitive advantage. To achieve this objective, a census survey was conducted. The population of study comprised of all mobile telephony operators in Kenya. The study used primary data which was descriptive in nature and collected using structured questionnaire comprising both closed and open-ended questions. The data collected was analyzed using descriptive statistics in the form of pie charts, contingency tables, bar graphs, percentage, rank ordering, frequencies and percentages. The study concludes that mobile telephony players in Kenya have put in vanous measures to stay competitive. The study further concludes that mobile telephony players in Kenya have employed various strategies to achieve sustainable competitive advantage. These include wide range of products/Services, aggressive promotional Campaigns, product development, continuous brand development, strategic alliances and continuous upgrading of the service/products. In addition, the companies have employed continuous training of staff, market development, satisfactory quality service and products, intensive staff training, cost reduction strategy, product differentiation strategy, continuous developing existing and creating new resources and capabilities and establishing own hub to compete effectively. The study recommends that mobile telephony players need to employ vanous competitive strategies to achieve sustainable competitive advantage. These include differentiation which involves creating a product that is perceived as unique.
University of Nairobi, Kenya