| dc.description.abstract | In today’s fiercely competitive environment, most firms have only one choice to
innovate or die. Many innovation and creativity studies have focused on providing
solutions or solving problems using technology, thus providing technological
solutions to customers’ problems. In return technologies have been viewed as
solutions to problems making most innovations to be solutions driven. However
unlike technological solutions, value innovation focuses on redefining the problems
themselves, thereby making competition irrelevant. The main objective of this study
was to determine the effect of value innovation strategies on operational performance
of selected restaurants in Nairobi, Kenya. The specific objectives of the study was to
determine the extent of application of value innovation strategies in the selected
restaurants in Nairobi, Kenya and to establish the impact of application of value
innovation strategies on operational performance of selected restaurants in Nairobi,
Kenya. The study was carried out on the selected restaurants in Nairobi, in Kenya
targeting the staff of these organizations. The study adopted a cross sectional survey
design. Primary data was collected via questionnaires using the “drop and pick”
method. The questionnaires were self-completed and collected within two weeks of
delivery. The data was analyzed using both descriptive & inferential statistical
measures. Descriptive statistics included: frequencies, percentages, mean scores and
standard deviations. Inferential statistics was done using regression analysis to
determine the relationship between the independent and dependent variables under
study. The selected restaurants were found to apply value innovation strategies to a
large extent. Value innovation strategies as depicted by product and service value
innovation were found to have a positive relationship with the operational
performance of the selected restaurants. These variables related positively to quality,
cost and service time as operational performance indicators for the selected
restaurants with service value innovation featuring more significantly | en_US |
