Generic Strategies and Competitive Advantage of Maize Seed Companies in Kirinyaga County – Kenya
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Date
2024
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IJARKE Business & Management Journal
Abstract
To achieve competitive advantage, maize seed companies must navigate a dynamic and disruptive commercial landscape characterized by intense competition. . This study aimed to investigate the effects of generic strategies on competitive advantage on maize seed companies in Kirinyaga county, Kenya. The research objectives were to investigate the effect of cost leadership strategy, differentiation, distribution, and channel strategy and focus strategy on competitive advantage of maize seed companies in Kirinyaga county. The study was anchored on resource-based view theory and competitive advantage theory and adopted descriptive research design. The target population was 24 registered maize seed companies in Kenya. Samples were drawn from middle level managers from sales and marketing, finance and strategy, research and development and production departments. Four staffs from every company making a total of 96 respondents were purposively sampled. Questionnaires were used to collect data and research questions were prior subjected to validity and reliability test to ensure they met the required standard. Data collected was analyzed by both descriptive analysis such as mean, standard deviation, frequencies, and inferential analysis such as correlation and regression coefficient. Information derived was latter displayed in tables and figures. The key finding of the study showed that cost leadership strategy, differentiation, distribution, and channel together with focus strategy were widely used by maize seed companies in Kirinyaga and they had a positive influence on competitive advantage of these firms with regression coefficient of r=0.612, r=0.244, r=1.008 r=0.043 respectively. The findings revealed that distribution and channel strategy had greatest influence on competitive advantage of maize seed companies while focus strategy had the least influence on competitive advantage. The study recommends that maize seed companies explore their evolving cost economics and makes use of various methods to differentiate their products and services while strengthening their distribution network ensuring they obtain much information on their customers to understand their needs when and where required.
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Ndegwa, M. M., & Maina, S. (2024). Generic strategies and competitive advantage of maize seed companies in Kirinyaga County, Kenya. International Journals of Academics & Research (IJARKE), 7(1). https://doi.org/10.32898/ibmj.01/7.1article01