STRATEGIC ORIENTATION AND PERFORMANCE OF PLASTIC MANUFACTURING FIRMS IN NAIROBI CITY COUNTY, KENYA
Keywords:
Strategic Orientation, Performance of Plastic Manufacturing Firms, Entrepreneurial Orientation, Market OrientationAbstract
Due to challenges facing these innovative conceptions, manufacturing firms require more than what is made available in terms of resources allotment, attention, among others. Consequently, the creativity of new ideas declines thus not allowing the acquisition of relevant skills that gears the sub-sector towards the success of the business for economic development. The business can only enjoy creativeness and innovations through financial stability. The primary aim of this study was to examine how strategic orientation affects performance of plastic manufacturing firms in Nairobi City County, Kenya. The study focused on two key areas: determining the influence of entrepreneurial orientation on the performance of plastic manufacturing firms in Nairobi City County, Kenya; evaluating the influence of market orientation on the performance of plastic manufacturing firms in Nairobi City County, Kenya. To guide the investigation, the study drew upon the following theories: institutional theory, and resource-based view theory. The study employed a descriptive research design. The target population of the study comprised of 235 heads of finance, credit management, sales and marketing, information and communication technology and operations departments working in 57 plastic manufacturing firms in Nairobi City County. The study made use of stratified random sampling in the selection of the sample size from the target population. The study data was collected through the use of semi structured questionnaires and piloted in order to detect any ambiguities or inherent problem. Data was analyzed through descriptive and inferential statistics using Statistical Package for Social Sciences (SPSS software, Version 25) and MS Excel version 10 to facilitate data cleaning, coding and analysis. The analyzed data was presented in statistical distribution tables and charts followed by narrations. The study predicted that the strategic orientation has a positive and direct statistical effect on the performance of the SMEs. The study findings were significant and were used to guide policy makers in aiding the management of these SMEs. The study found that all the key areas had a positive and significant influence on the performance of plastic manufacturing firms in Nairobi City County. The study, therefore recommends that firms should continue proactively seeking new business opportunities before competitors, ensuring they remain at the forefront of market expansion and innovation. The study also recommends that firms should continuously collect and analyze customer feedback to refine their offerings and ensure that products and services align with evolving customer needs.
Key Words: Strategic Orientation, Performance of Plastic Manufacturing Firms, Entrepreneurial Orientation, Market Orientation
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