| dc.description.abstract | In the past, markets were characterized by durable products, stable consumer needs, well
defined national and regional markets and clearly identifiable competitors. Competition
was a "war of position" in clearly defined product or market segments. The key to
competitive advantage was the market the company chose to compete in. How it chose to
compete in these markets was of secondary importance.
However, over the years, the business environment has evolved into one characterized by
increasingly stiff competition, adversely changing econ-political patterns, globalization,
and increased stakeholder awareness and, hence, expectations. These factors have helped
shape the way businesses compete within the markets they choose to operate in.
As such, a number of companies have set out their vision, mission, and values in a
succinct statement that makes reference to quality, customer service, employee issues and
good corporate citizenship (social responsibility). These corporate values are intended to
set out the guiding principles of the company.
This study.endeavored to establish whether companies put these values into practice, and
whether they have an impact on the companies' competitiveness, as perceived by their
employees.
To address these objectives, a survey was undertaken using a structured questionnaire
focusing specifically on the employees of the Barclays Bank of Kenya Ltd. The
questionnaire was administered using the drop-and-pick-later method.
The study findings showed that, according to the employees, the bank had corporate
values that were influenced by and revolved around customers, the employees, the
company, and the community. They perceived these values as important sources
sustainable competitive advantage.
The major limitations to this study were those inherent in the use of questionnaires as
data collection tools, mainly, the misinterpretation of questions by the respondents.
Further research may be conducted to determine the perception of other stakeholders such
as the bank's customers, competitors, shareholders and the general public. | en |
