Factors affecting choice of innovation strategies in Nestle Kenya Limited
Companies can achieve competitive advantage through acts of innovation, and they can approach innovation in its broadest sense, including both new technologies and new ways of doing things. Implementing innovations is a challenging and high risk task for many organizations. A number of challenges also exist in the process of innovating in an organization and for success to be achieved in the whole innovation process, a deliberate move will have to be made to address these challenges. The purpose of the study was to determine the factors affecting choice of innovation strategies in Nestle Kenya limited. The study adopted a case study research design in which an interview guide was used to collect data while content analysis was used in analyzing the data. The findings show that the company undertakes two major types of innovation namely product and process innovation and from the innovation strategy that it has employed, the company has been successful in introducing a number of products in the market that were positively received. The factors affecting the choice of innovation strategy include the emergence of new technologies, products, market focused learning capability, entrepreneurship behavior and scarce resources in the organization, markets and competitors and these necessitates flexibility and adaptability in order to achieve competitive advantage.