| dc.description.abstract | International business environment is increasingly changing and becoming more
challenging. Technological innovations, globalization and increased competition at both
the national and international level have precipitated the changing business environment.
The objective of this study was to determine what challenges are faced by MTN Rwanda
in introducing Mobile Money product in Rwanda Telecom market. The research design
was conducted through a case study. A case study is an in-depth investigation of an
individual, institution or phenomenon. The study was designed with the purpose of
determining the challenges are faced by MTN in introducing MTN mobile money
product in Rwanda Telecom market. This study concentrated on the innovation strategy
that MTN adopted to counter changes in the external environment, especially from
competition. One major strategy that the company has employed and found useful is the
advertising and marketing strategy. A lot of resources in terms of monetary value and
physical resources have been employed to promote MTN products. From the interviews
that were conducted with managers in various departments of the company with aid of an
interview guide, it was found that the company was facing threats from the external
environment as whole. Competition is the biggest challenge, hence the reason why the
organization opted for an Innovation Strategy. Further research needs to be done to
determine whether new and innovative products being introduced by MTN are
sustainable in the near future. With increasing competition, more studies need to be done
to find out what MTN’s competitors are doing to tap into its market share that has
experienced steady growth since inception of MTN mobile money product. Theft of
funds has been faced by other competitors in the region for the success of this product
research is recommended on prevention measure. | en |
