Managers’ Perceived Effectiveness of Competitive Strategies Adopted by Nation Media Group, Kenya in Response to Environmental Changes
Abstract
This study sought to establish the perceived effectiveness of competitive strategies
adopted by Nation Media Group. Measuring the effectiveness of a strategy is not
standardized but can be deduced from causation of factors. This means that a trigger from
the environmental forces makes an organisation to devise response strategies. How well
and fitting these strategies are determines their effectiveness. A case study research
design was adopted. Questionnaires were used to collect data and inferential statistics
used to analyse and explain the variables and their relationships. The findings revealed
that product diversification and research and development are the most effective and most
desired response strategies by NMG. Other strategies were seen to be of great importance
with a rating of above 3 out of 5. Various strategies fit different situations and according
to this research the strategic managers should endeavour to develop and use the most
relevant strategies to respond to changes in the environment. The study was limited to the
major strategies used by major companies to respond to the most regular environmental
changes in the media industry in Kenya. The study establishes a framework for
examining effectiveness of strategies case by case and as such other companies can be
studied equally using a similar framework and then narrowing down to specific needs by
product managers, more effective strategies can be formulated and reviewed from time to
time for their effectiveness.
Citation
Master of Business AdministrationPublisher
University of Nairobi