MCOM Theses and Dissertations (2024)

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Browsing MCOM Theses and Dissertations (2024) by Author "Maina, M. W."

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    Effect of strategic management practices on organizational performance: a case of marketing agencies in Nairobi County
    (Strathmore University, 2024) Maina, M. W.
    The marketing industry globally has been growing rapidly over the past few years. This has been due to the increasing demand for marketing services from national and international clients. As a result, competition in both global and local markets has become quite intense and this has led to the need for marketing agencies to rethink their strategies for them to be sustainable. In Kenya, the marketing sector is extremely competitive especially with the advent of digital marketing trends. Marketing agencies are thus forced to keep up with consumer trends and offer better value proposition to their clients in order to beat competition. To this extent, the overall objective of this thesis was to determine the effect of strategic management practices on organizational performance of marketing agencies in Nairobi County. Specifically the research sought to determine the effect of strategy formulation, strategy implementation and strategy evaluation on the performance of marketing agencies in Nairobi County. Regarding organizational performance, the study sought to measure customer satisfaction, efficiency and effectiveness as performance indicators. This research was supported by the contingency and RBV theories. Descriptive research design was applied and a positivism research philosophy adopted. The data was collected using questionnaires that were administered to 468 managers from 117 selected marketing agencies operating in Nairobi County. SPSS software was used to analyse the collected data. Mean and standard deviation was used for descriptive analysis while inferential analysis was used to establish the relationship between the study variables. This research established that the participants agreed that strategy formulation, strategy implementation and strategy evaluation had been adopted by marketing agencies in Nairobi County. The research findings concluded that the relationship between strategy formulation, strategy implementation and strategy evaluation and performance of marketing agencies in Nairobi County was positive and significant. The research recommended that marketing agencies in Nairobi County needed to step up their efforts to improve their strategic management practices, appropriately allocate enough resources for the implementation of the strategies and embrace ongoing training to ensure successful implementation of these strategic management practices. The study was limited to marketing agencies and focused only on Nairobi County. In addition it focused only on three strategic management practices. These limitations could be addressed in future researches.