| dc.description.abstract | The study aimed at establishing whether the Chartered Private Universities in Kenya have
applied the Ansoff growth matrix as a tool for strategic growth and performance in their
operations. Miles and Snow growth matrix was used in the study to back up Ansoff
growth matrix. The study was anchored on open system theory and resource based view
(RBV) theories among other theories. Descriptive survey design was adopted in the
study. The study population targeted was all chartered private universities in Kenya. The
study data was gathered by employing both closed and open ended questionnaires.
Quantitative data was analyzed using correlation data analysis method to determine the
degree of association between strategy and performance. Also means, standard deviation
and variance were computed to describe the location of distribution, measure the spread
or variability, and to capture the degree of spread respectively. Qualitative data on the
other hand was analyzed using content analysis method. The study finding revealed that,
the strategies being applied are diverse since most Universities as was established in the
this study have indicated to apply the four Ansoff growth strategies of Market
penetration, market development, product development and even diversification
strategies to various extents thus leading to the performance that had been achieved by
the respondent universities. On Miles and Snow growth strategies, all the three strategies
are adequately employed except the defender strategy which 64.3% have applied to a
very little extent. Overall, the study established after rating the extent of adoption of each
of the variables used to test the Ansoff growth strategies that, market penetration and
product development were implemented to great extent, while market development and
diversification were implanted to moderate extent. On Miles and Snow growth matrix the
study revealed that prospectors’ strategies, analyzers strategies and reactors strategies
were all implemented to moderate extent with defender strategies being implemented to a
little extent. All this strategies as revealed by the study have the potential of enhancing
growth in a chartered private university with 87.4% variation on performance if adopted
and implemented well. The study finally conclude that, there exists positive relationship
between the strategy and performance of chartered private universities in Kenya which is
clearly demonstrated by the recent growth of chartered private universities in terms of
students enrolment, size and scope of these institutions and quality offering aimed at
ensuring sustainable growth and performance | en_US |
