Effects of Best Product Strategic Positioning on Organizational Performance in Telecommunication Industry, in Kenya

Abstract

The purpose of this study was to examine the effect of best strategic positioning as envisaged in the Delta Model on Organizational performance. The target population consisted of 6,149 front office employees of the four major telecommunication firms in Kenya namely Safaricom, Airtel, Orange and Equitel. The study covered five major cities and towns in Kenya namely Nairobi, Mombasa, Kisumu, Nakuru and Eldoret. Data was collected from 144 respondents drawn from a cross-section of employees specifically those in front office as they were directly involved in the day to day customer service. The response rate of the total questionnaires issued was 83%. A descriptive survey research design was used in this study. Questionnaires were used to collect the data. Analysis of the survey responses was done by means of Statistical Package for Social Sciences (SPSS). PearsonCorrelation along with multiple regressions was used in data analysis and the testing of hypotheses. Pearson correlation was used to establish the association between the strategic positions and organizational performance while multiple regressions were used to find out the amalgamated influence on the four strategic positions on organizational performance. The study established through multiple regression that best product strategic position had a significant coefficient ( =0.152, p value= 0.031) which implied that best product strategic positioning had a positive effect on organizational performance. The study concluded that the Best product strategic positioning had not only a positive correlation but also significant effect on the organizational performance of the telecommunication companies in Kenya. The study recommended that managers need to focus on the Best product strategic position in order to achieve a great organizational performance in their respective organizations.

Product Innovation and the Competitive Advantage of Telecommunication Companies in Kenya

“…Firms must come up with innovative products to remain ahead of the competition (Ole et al, 2019). The purpose of this study was to investigate the influence of product innovation on the competitive advantage of telecommunication companies in Kenya.…”