Organizational Assets and Strategic Positioning in Telecommunication Industry in Kenya

Abstract

The rapid development in the telecommunication industry has raised a question about the organizational assets and strategic positioning in a rapidly changing environment. The telecommunication industry is continuing to change and mounting a lot of pressure towards the fitness of organizational assets and strategic positioning. The demand for efficiency in the telecommunication industry has enabled exploration of organizational assets that guarantee desired strategic positioning. The fast changing environment has led the industry to focus on developing organizational assets which guarantee them future success in meeting the fast changing expectations and that which position them well in the dynamic market. The study was carried out in the four mobile and network operators licensed by Communication Authority of Kenya. These were Safaricom limited, Airtel Kenya, Orange Kenya and Equitel Kenya. Descriptive statistics such as mean scores, standard deviation, frequency distributions and percentages were used in this study. The study used Pearson Correlation to measure strength of linear relationship between variables. The research adopted multiple regression analysis in testing of variables. A Census method was used on strategic planning managers and C.E.O’s from 188 customer care centers from the four mobile and network operators. Primary data were collected using semi-structured questionnaires and secondary data were corrected using interview schedule. The questionnaires were administered to all Strategic planning Managers at customer care centers or C.E.O’s at headquarter offices for four companies in 47 counties. The findings on this objective revealed that organizational assets positively influence the strategic positioning of telecommunication industry in Kenya. The study concluded that assets components were all statistically significant to enhancing strategic positioning in the telecommunication industry. It is recommended that the strategic managers of the telecommunication industries should ensure the right use of assets. CAK and Ministry of ICT should make it a requirement that telecommunication industries should be submitting reports regularly of the assets they have.