Department of Entrepreneurship and Economics (DEE)

Growth strategies and performance of food and beverage manufacturing firms in Kenya.

2025-05-08T07:15:42Z

Growth strategies and performance of food and beverage manufacturing firms in Kenya. Gathogo, Priscah Waruguru The decline in the manufacturing sector's performance in Kenya presents a significant hindrance to the country's socio-economic development. Therefore, understanding the effect of corporate growth strategies and the performance of manufacturing firms becomes crucial in devising effective strategies to enhance the sector's performance and align with the government's economic development agenda. Hence, the objective of this study was to assess the effect of corporate growth strategies on the performance of food and beverage manufacturing firms in Kenya. The research was guided by the following specific objectives; examining the influence of market development, market penetration, product development, and diversification on performance. To achieve this objective, the study drew on various theoretical frameworks, including transaction cost economics, dynamic capability theory, Ansoff matrix theory and the resource-based view theory. Employing a descriptive research design, primary data was gathered from a sample of 130 respondents selected from the food and beverage manufacturing firms registered with the Kenya Association of Manufacturers, out of a total target population of 192 operations managers. The selection of respondents was carried out using a simple random sampling approach. Yamane formula guided the determination of the sample size. The data acquired from 81 percent of the sampled respondents through a self-administered questionnaire was analysed using descriptive statistics and multiple linear regression. The results revealed that there exists a statistically significant relationship between market development, market penetration and diversification strategies and performance of food and beverage manufacturing firms in Kenya. However, there was no statistically significant relationship between product development strategy and performance of food and beverage manufacturing firms in Kenya. It was thus recommended that firms should develop tailored marketing strategies and innovative product features to attract new customers and explore untapped markets. Invest strategically in technology for seamless customer engagement and explore new distribution channels for expanded market reach. A research project submitted to the department of entrepreneurship and economics school of business in partial fulfilment for the award of the degree of master in business administration (strategic management) of the co-operative university of Kenya.

Procurement processes and organizational performance of selected public institutions in Kenya.

2025-05-07T09:16:59Z

Procurement processes and organizational performance of selected public institutions in Kenya. Achieng, Roseline Omondi Effective procurement processes are crucial for improving the performance of public sector organizations. The purpose of this study was to investigate the influence of procurement process on the performance of public sector organizations. It was guided by the following specific objectives: i) to establish the effect of procurement planning on performance of the public sector organizations; ii) to evaluate the effect of Supplier selection on performance of the public sector organizations; iii) to examine the effect of Contract management on performance of the public sector organizations. The study was guided by the Principal-Agent and Transaction Cost theories. The study employed a descriptive research design. 200 structured questionnaires were distributed and 188 successfully returned for data analysis, representing a response rate of 94%. The sample was drawn from top-level managers, middle-level managers, and support staff involved in procurement processes. The data were analysed using SPSS v28 and presented in tables and graphs. Data analysis, including correlation and regression, showed that procurement planning, supplier selection, and contract management all positively influenced organizational performance, with contract management having the strongest impact (16% variance in performance). Procurement planning and supplier selection had weaker but still significant effects. The study concludes that enhancing contract management and procurement processes leads to better organizational performance. It is recommended that public sector organizations invest in improving procurement planning, supplier selection, and especially contract management for greater performance. Further studies could explore additional variables such as procurement technology and the role of transparency in improving public sector procurement. A research project submitted to the department of entrepreneurship and economics, school of business and economics, in partial fulfilment of the requirements for the degree of master of business administration with a specialization in procurement at the cooperative university of Kenya.

Personalized digital marketing strategy, corporate image, and customer loyalty in the telecommunication sector in Kenya.

2025-05-07T08:49:14Z

Personalized digital marketing strategy, corporate image, and customer loyalty in the telecommunication sector in Kenya. Ali, Abdirahman Mohamed Marketing evolved to incorporate various strategies that firms used to achieve their targets. One such strategy was the use of digital means of marketing. With the rise of personalized social media, machine learning, data analysis, and artificial intelligence influenced the shift to more personalized digital marketing strategies. Companies worldwide embraced personalized marketing activities to enhance customer loyalty and maintain their competitive edge. The telecommunication sector in Kenya was competitive, with key players driving the growth and innovation of the industry. Companies in this sector faced the issue of maintaining customer loyalty due to high competition and changing customer preferences. Consequently, they adopted more customer-centric marketing strategies to retain their customers. The research objective was to examine the influence of personalized digital marketing strategies on customer loyalty within the telecommunications sector in Kenya and the moderating effect of corporate image on this relationship. It aimed to determine the effects of personalized social media, in-app marketing, targeted ad marketing strategies, and the moderating influence of corporate image on customer loyalty in Kenya's telecommunications sector. Service-dominant logic, Uses and Gratification Theory, and the Technology Acceptance Model guided the research. The research employed an explanatory research design. The target population included individuals with mobile phones and customers of mobile phone companies in Kenya. The sample population size consisted of 384 respondents who were sampled randomly. A pilot study was conducted before the research to check the validity and reliability of the research instruments. The collected data were analyzed using SPSS 28.0. The study was conducted from September to October. The findings of the study revealed significant insights into the influence of personalized digital marketing strategies on customer loyalty within Kenya's telecommunications sector. The analysis demonstrated strong reliability for all constructs measured, with Cronbach's alpha values within the acceptable threshold, indicating valid research instruments. A response rate of 67% was achieved, providing a sufficient sample size for data analysis. Data services were identified as the most frequently used offerings, reflecting a strong demand for internet services among customers. Findings from the descriptive statistics showed a composite mean of 4.27 (SD = 0.899) for customer loyalty, indicating a generally positive perception of the telecom providers. Specific aspects such as continued usage intent and service level increases scored high, while first-choice preference had a lower mean of 3.87 (SD = 1.167). The inferential statistics highlighted significant correlations between each marketing strategy and customer loyalty. Regression analysis showed that personalized social media marketing had an R² of 0.575, meaning it explained 57.5% of the variance in customer loyalty, with a composite mean of 3.09 (SD = 0.991). In-app marketing had a stronger impact, with an R-value of 0.902 and R² of 0.814, explaining 81.4% of the variance in customer loyalty. Targeted ad marketing also showed a substantial positive effect, with an R of 0.867 and an R² of 0.751.Corporate image was examined as a moderating factor, showing a significant influence on the relationships between each marketing strategy and customer loyalty. Model 1, which did not include the moderator, had an R² of 0.877, while Model 2, with corporate image as a moderator, showed an increased R² of 0.889. This increase indicated that corporate image enhanced the explanatory power of the model. ANOVA results confirmed the significance of these relationships, with a high F-value of 611.8 (p < 0.001) in the combined model. The study’s findings underscore the effectiveness of personalized digital marketing strategies— namely personalized social media marketing, in-app marketing, and targeted ad marketing—in fostering customer loyalty within Kenya's telecommunications sector. Aresearch project submitted to the school of business and economics in partial fulfilment for the award of the degree of master of business administration (mba) marketing option of the co-operative university of Kenya

Technological strategies and performance of the judicial sector in Kenya: a case of Nairobi city county.

2024-05-28T09:35:29Z

Technological strategies and performance of the judicial sector in Kenya: a case of Nairobi city county. Mulwa, Angela The ongoing revolution in organizational processes is propelled by innovations and the swift adoption of information and communication technologies (ICT). Globalization further accelerates the use of ICT as the foundation for digital operations, reshaping the operational landscape of organizations. Research on the courts of different countries indicates that judicial efficiency has an impact on a nation's entrepreneurial activities, with a decrease in entrepreneurial activities corresponding to an increase in inefficiency levels. The Kenyan judiciary had long been characterized by inefficacy, fraud, and dogmatic unfairness. With the Kenyan courts facing substantial backlogs. Plaintiff often had to wait for years for court hearing schedules and conclusions with cumbersome procedures contributed to the prolonged process of reaching trial, and judicial officers, including judges and magistrates, along with lawyers, frequently adjourned hearings for questionable reasons. Moreover, shortage of fundings have exacerbated judiciary problems through time. Hence, the research aimed to assess the impact of technological strategies on the performance of Kenya’s judicial sector. Specifically, the study sought to explore the extent to which: Technology Sourcing, Technological Capacity, Technology Posture and Technology Culture Change affects performance of the Judicial Sector. The study drew on several theoretical frameworks: Transactional Cost Theory, Knowledge-Based Theory, Stakeholder Theory, and Task-Technology Fit Theory. The study adopted both descriptive and correlations research designs, employing a statistical analysis, with a focus on all the five Nairobi City County Magistrate Courts, in which nine judicial officers per station were purposively targeted, resulting in a total sample size of 45 respondents. Structured questionnaires were employed for primary data collection, which underwent piloting to ensure reliability and validity of the data collection instruments. both Descriptive analysis of means and standard deviation; as well as inferential analyses of which correlations and regression analyses were conducted. The findings indicated a positive and significant nexus amongst all technological strategy factors and the performance Nairobi City County judicial sector. The study hence recommended that the judicial officers improve their operations through technology sourcing, technological capacity, technology posture and technology culture change which were found to have a positive statistical effect on performance. A thesis submitted to the department of entrepreneurship and economics in the school of business and economics in partial fulfillment of the requirements for the award of the degree of master’s in business administration (strategic management option) at the cooperative university of Kenya.