Strategic Drivers and Performance of Small and Medium Enterprises in Juba, South Sudan
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Date
2025-08
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Publisher
Kenyatta University
Abstract
The development of Small Medium Enterprises is regarded as a mechanism for
economic resilience in times of national crises. SMEs are progressively gaining
importance in impoverished and developing nations. SMEs serve as the fundamental
support of the economy in Juba, South Sudan. They are a vital source of new
employment opportunities, significantly contribute to income generation, alleviate
poverty by enhancing job prospects in rural regions, and are acknowledged as a driving
force behind economic growth and development. The discourse surrounding the impact
of strategic drivers on the performance of SMEs continues to evolve. Subsequently, the
research key objective was to ascertain the extent to which these strategic drivers
influence the performance of SMEs in Juba, South Sudan. The specific objectives were,
to ascertain the impact of product innovation, to evaluate the influence of information
technology, to assess the influence of human capital and to assess the influence of
financial resources on the performance of SMEs in Juba, South Sudan The research
utilized a descriptive design methodology. Diffusion of innovation, technology
acceptance, human capital, and the resource-based view offered profound insights into
the dynamics of technological adoption and organizational strategy. The approach
employed was descriptive research. The study focused on a target group of 15,000
SMEs. The primary data was gathered via questionnaires. The integrity and consistency
of the data collection instrument was assured. Descriptive statistics was utilized with
the assistance of the SPSS. Inferential statistics was employed to elucidate the
connection between variables. The qualitative data collected through the open-ended
questions was subjected to content analysis for thorough examination. The study found
that product innovation, information technology, human capital and financial resources
influence the performance of SMEs in Juba, South Sudan. The study concluded that
strategic drivers had a favorable and statistically considerable effect on the performance
of SMEs in Juba, South Sudan. Strategic drivers significantly influenced the
performance of SMEs in Juba, South Sudan. The study concluded that a unit increase
in strategic drivers will lead to an increase in performance of SMEs in Juba, South
Sudan. The study recommends that Firms should embrace change to improve product
design, market share, and capacity. They should use cutting-edge tools and methods to
boost corporate efficiency. Businesses should frequently adjust their advertising
strategy to increase profitability and improve external interactions to increase market
share. Business operations should use management information systems. This improves
service delivery efficiency and lowers costs. Management information systems can also
speed up service delivery. To reduce turnover, firms should pay well. They should staff
enough for the workload. Employees should be knowledgeable and have good
communication abilities. Organizational staff should be problem-solvers and decision
makers. Firms should have enough external money for annual operations and share
sales. Firms should always have funds for various activities. Firms need enough money
to buy physical assets and pay employees.
Description
A Research Project Submitted to the School of Business, Economics and Tourism in Partial Fulfillment of Requirements of Award of Degree of Master of Business Administration (Strategic Management)Kenyatta University. August, 2025
supervisor
David Kiiru