Differentiation Strategy and Sustainability of Non-Governmental Organizations in Kiambu County, Kenya.
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Date
2023
Authors
Munene, Kamatu Nicholas
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
NGO Co-ordination Board appreciates the role of non-governmental organizations in supporting the government realization of its Big 4 Agenda and the Vision 2030. It is no doubt that NGOs have supported humanitarian activities across diverse projects touching many citizens who fall short of accessing government services. However, NGOs in Kiambu have experienced sustainability challenges where many have ceased operation as they are at the evolving stage hence difficulty in recruiting competent employees to support resource mobilization. The purpose of this study was to assess the effect of differentiation strategy on the sustainability of NGOs in Kiambu County, Kenya with specific objectives being; to determine the effect of service differentiation, to establish the effect of technology differentiation, to determine the effect of personnel differentiation and to identify the effect of image differentiation on the sustainability of NGOs in Kiambu County, Kenya. Three theories guided the study: Porters five forces framework, generic strategy and resource dependency theory. The study adopted descriptive research design targeting a population of 115 employees from 20 NGOs where a sample of 88 respondents was selected. Systematic random sampling was used to identify the respondents. Questionnaire was used in primary data collection. Expert opinion and pilot study were used to improve accuracy of the study instrument. Reliability was tested using Cronbach alpha. Data was analysed via descriptive, correlation and multiple regression using SPSS. Presentation was done through tables, charts and graphs. The study found out a favorable and substantial correlation between differentiation strategy and sustainability of NGOs. It was also found that differentiation strategy affected sustainability of NGOs in Kiambu County. On the specific objectives, the study established that service differentiation had the highest significant and positive contribution to sustainability of NGOs. Technology differentiation had positive and significant contribution to sustainability while image differentiation had positive and significant contribution to sustainability. However, the study established that personnel differentiation had negative and significant contribution to sustainability of NGOs. The study concluded that service differentiation, technology, image and personnel differentiation significantly affected sustainability of NGOS in Kiambu County. It was recommended that NGOs should put in place mechanisms that will ensure implementation and monitoring of feedback generated from stakeholders. The study also recommended the acquisition of new technologies that are compatible with NGO systems and processes, engage with partnership with technology firms to enable the deployment of distinctive technologies that offer reduced costs and value to the stakeholders and NGOs. Future research was recommended to be done targeting other factors outside differentiation strategy that affect sustainability. It was also recommended that research be undertaken in other geographical locations.
Description
A Research Project Submitted to the School of Business, Economics and Tourism in Partial Fulfillment of the Requirements for the Award of the Degree of Master of Business Administration (Strategic Management) Kenyatta University, June 2023.
Keywords
Differentiation Strategy, Sustainability of Non-Governmental Organizations, Kiambu County, Kenya, Non-Governmental Organizations