| dc.description.abstract | There is a knowledge gap with regard to the effects of the various innovation strategies
pursued by organizations and the overall performance. The knowledge on how various
innovation strategies affects performance of the company would be important as it would
enlighten the company's management as well as other stakeholders in the industry on the
approaches to take. The overall objective of this study was to determine the performance
of mobile phone service providers in Kenya. Specifically the study intended to cover the
following objectives; to determine the competitive strategies adopted by mobile phone
service providers in Kenya and to establish the relationship between competitive
strategies and performance of mobile phone service providers in Kenya. The study
adopted a cross sectional survey. In this study, the populations of interest were four
mobile phone service providers thus: Safaricom, Airtel, Orange Te1com and Yu. Primary
data was collected using an interview guide. The open ended questions were used to
collect data. Descriptive statistics was employed to analyze the data. The study found that
industrial channel tend to be shorter than consumer channels because of the small number
of ultimate customers, the greater geographic concentration of industrial customers and
the greater complexity of the products/ customer's liaison service channels also tend to be
short because of the inseparability of the production and consumption of many services.
The study findings showed that pricing as an objective did have a significant influence on
the performance of mobile phone service industry in Kenya. The study also recommends
that mobile phone service providers should develop brand distinctiveness so as to
differentiate its products from those of competitors hence strengthen customer base and
loyalty. Mobile phone service providers should put additional emphasis on improving
their promotional activities in order to sustain the market on the usefulness of its products
and services thus making promotion an ongoing activity. This is because this study has
revealed that promotion is the strongest performance tool in the product development
process. Further a study should also be carried out to investigate the factors influencing
competitive strategies and performance of firms operating in Kenya. | en_US |
