| dc.description.abstract | While appreciating that researchers have carried out abundant research on competitive
strategies, little effort has been made to investigate competitive strategies adopted by the
publishing and advertising industries in Kenya. It is with this notion that the researcher in
this study seeks to make these factor be understood fully. The purpose of this study is to
make competitive strategies in the context of publishing and advertising be understood
better. The researcher conducted a case study of Postel Yellow Pages, a publishing and
advertising industry in Kenya. The study sought to determine strategies adopted by Postel
Yellow Pages to gain competitiveness in the publishing and advertising industry in
Kenya. Two managers were interviewed and primary data was collected qualitatively
through face to face interviews. The study notes that Kenya Postel Directories managers
are charged with a great responsibility of coming up with competitive strategies to
counter challenges brought about by ever changing external environment. While this is
true, the study recommends that this responsibility can be discharged more appropriately
by way of allowing and facilitating the staff to employ their expertise, knowledge and
experience in formulating strategies that are well aligned with overall goals of the
organization since they are the implementers. It also notes that suitable systems of
strategy evaluation need to be put in place to gage the value of strategies employed. In
the comparative discussion, the study supports Porter‟s model which presents a
comprehensive structural framework and analytical techniques to help understand a
firm‟s competitors, its own position and helps evaluate a firm‟s competitive behavior.
The study presents this model along with research-based perspective which explores the
role of key resources, assets and capabilities in creating competitive advantage and
superior performance. | en_US |
