Browsing by Author "Kavinda,Lucy"

Now showing 1 - 1 of 1
  • Thumbnail Image
    Item
    Effect of Marketing Innovation Strategy on Performance of Youth Enterprises Development Fund, Kenya
    (The Strategic Journal of Business & Change Management, 2024-01) Muhuhi, Daniel K.; Kavinda,Lucy
    This research assessed how marketing innovation affect performance of Youth Enterprises Development Fund, Kenya. By examining marketing innovation, the study aimed to offer recommendations for enhancing the effectiveness and efficiency of YEDF in supporting youth entrepreneurship and mitigating youth unemployment in Kenya. This research adopted a descriptive survey and explanatory research design to investigate the influence of marketing innovation on the performance of YEDF. A census approach was used due to the manageable number of respondents. Primary data was collected using structured questionnaires administered to employees in various categories. A pilot study was conducted to identify and rectify any flaws in the measurement procedures and questionnaire design. Validity tests were carried out to ensure that the measures accurately represented the intended concepts, while reliability tests assessed the consistency of the results. The findings indicated that Marketing Innovation Strategy significantly enhances organizational performance. Findings revealed that marketing innovation strategies are crucial for enhancing YEDF's competitiveness, especially through new distribution channels and advertising methods, Recommendations include enhancing product design to align more closely with customer needs, investing in advanced digital process innovations, developing new products to explore untapped markets, and fostering greater employee involvement in innovation initiatives through formal platforms. The study recommended prioritizing improving product design within its marketing innovation strategies. While progress has been made through new advertising methods and market expansion, enhancing the design and functionality of its products can significantly increase their appeal and usability.