Volume 19, No. 2, 2022
H1: The Influence Of Uncontested Market Space Strategy On The Finanacial Performance Of Manufacturing Firms In Kenya
Gachora Susan Wanjugu , Jesse Maina Kinyua , Kirema Nkanata Mburugu
Abstract
The purpose of this study was to investigate the influence of uncontested market space strategy on the financial performance of manufacturing firms in Kenya. The study was conducted on 171 operation managers in manufacturing firms in Kenya operating within Nairobi County. The study used cross-sectional survey method. The data was collected using self-administered questionnaires. Regression analysis was used and the results revealed that uncontested market space strategy positively and significantly influences the financial performance of manufacturing firms. Findings show that looking across alternatives, looking across strategic groups and looking across complementary product/service offering have a positive and significant influence on the financial performance of manufacturing firms. This study concludes that uncontested market space strategy influences the financial performance of manufacturing firms. The study recommends that manufacturing firms should implement uncontested market space strategy in order to improve their financial performance. The study contributes to the extant literature on uncontested market space strategy. Empirical evidence is provided on the influence of uncontested market space strategy on performance of firms. Recommendations to managers and other stakeholders are provided regarding uncontested market space strategies that could be implemented to improve performance of firms.
Pages: 3395-3413
Keywords: Blue ocean strategy; red oceans; blue oceans; looking across alternatives industries; looking across complementary products/service offerings; looking across strategic groups