Marketing Capability and the Performance of Mobile Service Provider Intermediary Organizations in Nairobi County, Kenya
Muathe, S. M. A.
Kuria Thuo, John
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This study sought to determine the effect of marketing capabilities on the performance of MSP intermediary organizations. There is a high recognition of the major role played by the telecommunication sector towards Kenya’s economic growth with multiplier effects on other aspects thus underscoring their importance in the country’s development agenda. However, it still remains validly appreciated that there exist Intermediary organisations in the same fast-growing sector of Mobile Service Providers whose contribution in this acclaimed progress is little appreciated and the aspects affecting their not so good performance still scanty. Notably, the intermediary organisations must therefore develop the required marketing capabilities to implement appropriate distribution strategies that will enable them deliver their own objectives and those of their parent organisations. This study employed a descripto-explanatory cross-sectional survey research design. The study collected primary data from 219 respondents drawn from a target population of 397 selected using stratified and simple random sampling. It established that marketing capabilities contributed significantly to the MSP Intermediary organisations’ performance. The study recommended that the management of MSP Intermediary organisations should improve their marketing capabilities through training in areas of marketing research, effective pricing, new product and range extension, channel relationship management and promotions to boost MSP Intermediary Organisation performance