Niche Market Penetration Strategy and Performance of Selected Telecommunication Application Service Firms

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dc.contributor.authorNgugi, Rahab
dc.contributor.authorMuchemi, Ann
dc.contributor.authorMaina, Samuel
dc.date.accessioned2023-06-13T13:16:35Z
dc.date.available2023-06-13T13:16:35Z
dc.date.issued2022
dc.descriptionresearch articleen_US
dc.description.abstractTelecommunication is critical for economic growth in any given country. As the sector continues to evolve, firm are experiencing performance challenges due to competition and changing customer demands, hence firms should consider adopting niche market penetration strategy. This study sought to determine the effect of niche market penetration strategy on performance of selected telecommunication application service firms in Kenya. The study constructs were informed by the goal setting theory and game theory. The study adopted descriptive and explanatory research design. The population targeted was 21 selected telecommunication application service firms. Primary data was collected using questionnaires while the secondary data was collected from the Communications (CA) Authority. Descriptive and inferential statistics were used to analyze quantitative data. Hypotheses testing was conducted at 5% level of significance using P-value to assess significance. The findings of the study revealed that niche market penetration strategy has a positive and significant effect on performance of selected application service firms. Therefore firms should consider adopting niche market penetration strategy to improve performance. Further to this, firms should engage in activities that provide knowledge on customer needs and also relationship management.en_US
dc.identifier.citationNgugi Rahab et al. “Niche Market Penetration Strategy and Performance of Selected Telecommunication Application Service Firms" International Journal of Managerial Studies and Research (IJMSR), vol 10, no. 2, 2022, pp. 8-17. doi: https://doi.org/10.20431/2349-0349.1002002en_US
dc.identifier.issn2349-0349
dc.identifier.urihttp://ir-library.ku.ac.ke/handle/123456789/25802
dc.language.isoenen_US
dc.publisherCreative Commons Attributionen_US
dc.subjectNiche Market Penetration Strategyen_US
dc.subjectFirm Performanceen_US
dc.subjectTelecommunication Application Service Firmsen_US
dc.titleNiche Market Penetration Strategy and Performance of Selected Telecommunication Application Service Firmsen_US
dc.typeArticleen_US
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