Application Of E-business Strategy And Performance Of Abercrombie & Kent (kenya) Limited
Muraguri, Silas Joseph
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Maintaining a sustainable competitive advantage is a challenging mission for many companies, and more so in the realm of e-business where, due to ever-changing developments, few sources of competitive advantage remain stable over time. Senior managers of organizations are continuously seeking ways of enhancing their performance in light of the turbulent economic environments. Various scholars have associated e-business strategies with improved performance of organizations, by enabling them to meet their stated objectives through raising the capability to compete in the global marketplace as well as facilitating efficient internal processes and interactions with business partners. This research project sought to determine the effect of application of e-business strategy on performance at Abercrombie & Kent (Kenya) Limited, in Nairobi, which is a tourism organization. The case study was conducted by way of personal interviews with staff in management positions drawn from various departments and sections, after which content analysis was carried out on the responses received. The research study established that application of e-business strategy has had a profound improved effect on the performance of the organization. At the same time the research project unearthed various challenges that could undermine the strategy implementation. The study makes recommendations on how to implement an e-business strategy so as to improve performance sustainably.