Rere, Joyce ChepkoechMuchemi, AnneMurigi, Elishiba2025-09-292025-09-292025-07Chepkoech, R. J., Muchemi, A., & Murigi, E. Performance of Large Tea Firms in Rift Valley region, Kenya: Does Contextual Ambidexterity Matter?.http://www.ijern.com/journal/2025/July-2025/06.pdfhttps://ir-library.ku.ac.ke/handle/123456789/31468ArticleIn Kenya tea firms play a crucial function in the economy of the country, noticeably contributing to foreign exchange earnings and general agricultural gross domestic product. Despite this tea firms have been performing poorly, indicated by low efficiency, reduced tea quality, low market share and low profitability. Thus, this research sought to examine the effect of contextual ambidexterity on performance of large tea firms in selected Counties in Rift Valley region, Kenya. The study was based on dynamic capabilities theory, positivism research paradigm and explanatory research design were utilized in this research. The unit of analysis and observation comprised of large tea firms and heads of departments. A semi structured questionnaire was used to collect qualitative and quantitative data from 217 heads of departments in 31 large tea firms using a census survey. The reliability and validity of the study instrument were verified and to enhance the response rate, dropand-pick later method was used to administer the research instrument. The study was characterized by a response rate of 93.5 percent. Quantitative data were analyzed using descriptive and inferential statistics while qualitative analysed using content analysis. Diagnostic tests were executed to make sure the outcomes of linear regression analysis were dependable. Each test were contingent on 95 percent level of confidence. Tables and figures were used to present data analysis results. The study found out that contextual ambidexterity has a negative effect on firm performance. Results of the research will be of importance to tea firms and contribute to new evidence foundation that is bound to widen the contextual understanding of contextual ambidexterity.enArticle