| dc.description.abstract | The main aim of this study was to establish the competitive strategies adopted by the
Jomo Kenyatta Foundation in Kenya. This study was driven by the fact that no much
research has been done on the publishing industry in Kenya, thus the finding of this study
will be replicated to other publishing firms in the country. The study had two objectives
to achieve: To determine the kind of competitive strategies that have been adopted by
The Jomo Kenyatta Foundation in Kenya and to establish the challenges arising from
such strategies. This was a case study that targeted the management staff of The Jomo
Kenyatta Foundation. Data was collected using an interview guide which was filled by
the seven managers of the organization. This study concluded that Jomo Kenyatta
Foundation applies a number of strategies to enable it survive in a competitive market
environment. The competitive strategies adopted by the organization include customer
relations, diversified products, competitive pricing and product promotion. In as much as
the organization applies a number of competitive strategies, the study concluded that the
challenges facing the organization in implementing its strategies include: unfair
competition; lengthy procurement process, cost constraints; Government and Ministry of
Education regulations and poor reading culture. The key recommendation in this study is
that further investigation be carried out on competitive strategies employed by publishing
firms employing forms of research other than the one used in this study. | en |
