Assessment of competitive intelligence practices on enhancing profitability: a survey of Commercial Banks in Nairobi.
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Date
2013-01-10
Authors
Rono, Celestine Jeruto
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Abstract
Competitive Intelligence is the action of gathering, analyzing, and applying information
about products, domain constituents, customers, and competitors for the short term and
long term planning needs of an organization (Fleisher and Craig, 2003). Competitive
Intelligence (CI) is both a process and a product. The process of collecting, storing and
analyzing information about the competitive arena results in the actionable output of
intelligence ascertained by the needs prescribed by an organization. The relevance of
monitoring, understanding and responding to competitors has long been recognized as a
significant aspect of marketing activity. Yet analysis of the competitive environment
seems often to be subordinated as greater emphasis is placed on understanding customers
and consumers. This study generally seeks to investigate competitive intelligence
practices of banks in Kenya. The objectives of this study are to establish the product
differentiation strategies adopted by Commercial banks and their effect on profitability,
to investigate whether New markets intelligence practices employed by Commercial
banks affect profitability, to determine whether the technology intelligence practices
affect profitability of Commercial banks and to establish the strategic partnership
intelligence practices adopted by Commercial banks and their effect on profitability.
This research problem will be studied through the use of a census design since it wishes
to get information from all commercial banks. The target population of this study will be
43 staff working at Commercial banks in Nairobi including middle level management and
low level management. One respondent will be picked from each bank. The study will
use primary data collected using questionnaires to carry out the study and the data will be
analyzed using Statistical Package for Social Sciences (SPSS). In addition, the researcher
will conduct a multiple regression analysis so as to determine the relationship between
the bank's profitability and the four competitive intelligence practices
Description
Department of Business Administration, 69p. HG 3393 .R6 2012
Keywords
Banks and banking --Kenya --Nairobi