STRATEGIC MANAGEMENT PROCESS AND PERFORMANCE OF TELECOMMUNICATION COMPANIES IN KENYA
Keywords:
Strategic Management Proces, Environmental Scanning, Strategy Implementation, Performance of Telecommunication CompaniesAbstract
Telecommunication companies in Kenya play a crucial role in the country's economic development and connectivity. Telecommunication companies in Kenya face several challenges that impact their profitability, market share, and customer satisfaction. The general objective of the study is to assess the influence of strategic management process on performance of telecommunication companies in Kenya. Specifically, the study sought to establish the influence of environmental scanning on performance of telecommunication companies in Kenya and to assess the influence of strategy implementation on performance of telecommunication companies in Kenya. This study was guided by Contingency Theory and The Institutional Theory. This study used descriptive research design. According to the communication authority in Kenya there are 5 registered telecommunication companies and they include; Safaricom PLC, Airtel, Telkom Kenya, Finserve, and Jamii Telecommunications. The study targeted management level employees at telecommunication companies in Kenya. Target populace comprised all 950 management level employees working with the telecommunication companies in Kenya. This involved all levels of management i.e. senior, middle and low level management staff. The study used Krejcie and Morgan (1970) formula to arrive at the sample size. The study used simple random sampling to select 282 respondents. This study also used questionnaire to collect data relevant to this study. Quantitative data collected was analyzed using descriptive statistical techniques which are frequencies, mean, standard deviation. Inferential statistics which include Pearson correlation and the Regression Analysis Model was used to test the relationship between study variables. The significance of the model was tested at 5% level of significance. Data was analysed using Statistical Package for Social Sciences (SPSS) software. The study results were presented through use of tables and figures. The study concludes that environmental scanning has a significant effect on performance of telecommunication companies in Kenya. The study also concludes that strategy implementation has a significant effect on performance of telecommunication companies in Kenya. Based on the findings, the study recommends that the management of telecommunication companies in Kenya should institutionalize continuous and proactive environmental scanning to monitor technological trends and regulatory changes. By consistently analyzing external factors, these companies can adapt quickly, minimize risks, and seize growth opportunities ahead of competitors
Key Words: Strategic Management Process, Environmental Scanning, Strategy Implementation, Performance of Telecommunication Companies
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