School of Business and Economics

The Relationship between Innovativeness and Performance of Smes in Nairobi County, Kenya

2026-04-14T16:46:22Z

The Relationship between Innovativeness and Performance of Smes in Nairobi County, Kenya Woto, Caroline Wanjiru; Muema, Wilson; Mutiria, Eric SMEs fuel Kenya's economic growth and development and boost Kenya's GDP by creating employment, However, they face several challenges that might impede their growth and longevity. These include limited financial resources, fierce market rivalry, and inadequate management skills These problems reduce profits and competitive advantage for many SMEs. These enterprises are driven by survival or necessity Previous study shows that 60% of Kenyan small enterprises fail during the first six months (RoK, 2020) and more than 60% fail annually (Ngugi, 2020). Consequently, SMEs have embraced various SME innovativeness for instance digital marketing to improve performance of their businesses. The general objective was to examine the relationship between innovativeness and the Performance of SMEs in Nairobi County. Therefore, the specific objectives that guided the study was to examine the relationship between innovativeness and the Performance of SMEs in Nairobi County. Chi-square analysis was done to find out the relationship between innovativeness and SME performance. Binary logistic regression analysis was done to gain greater insights on the relationship between the variables. According to the results, there is a strong statistical relationship between innovativeness and SME performance in Nairobi. This led to the rejection of null hypothesis. It was recommended that SME managers and owners use SWOT analysis to develop effective strategies for SME innovativeness. From the research findings and conclusion, the researcher recommends Small and Medium Enterprises to embrace the innovativeness so as to strengthen business performance. Further studies can also be conducted in other locations and incorporate other independent variables.

Influence of Social Media Marketing on Sales Performance of Mobile Network Operators in Kenya

2026-04-14T16:37:05Z

Influence of Social Media Marketing on Sales Performance of Mobile Network Operators in Kenya Namahia, Jean Adikinyi; Nzili, James; l Kiama, Michael The general objective of this study was to examine the influence of social media marketing on sales performance of the mobile network operators in Kenya. A descriptive research approach was employed for the analysis. The focus of the study was on the marketing departments of three selected telecom companies in Kenya: Safaricom Plc, Telkom Kenya, and Bharti Airtel Kenya. A total of 2223 sales representatives from the marketing sector were part of the research. To achieve a representative sample, respondents were divided into two groups using a stratified sampling technique. The selection of participants was conducted through a simple random sampling method. Data was gathered through a structured questionnaire. An initial test was done with 22 participants from Safaricom, who were excluded from the main research. This study incorporated content validity, which evaluates how well the test items reflect the subject matter it aims to assess. The questionnaires' reliability was measured using the Cronbach alpha method. The analysis of quantitative data collected was subjected to mean and standard deviation-based descriptive statistical analysis. To understand the relationships between variables, the research utilized inferential statistics, including techniques such as multiple regression and correlation analyses. The findings indicated that social media marketing positively and significantly impacted the sales outcomes of mobile network providers in Kenya. The study concluded that social media marketing greatly benefits mobile network operators in Kenya by boosting sales because it allows direct customer engagement, helping operators understand preferences and tailor offerings, which builds brand loyalty and encourages repeat purchases. The study recommended that the companies should develop targeted advertising campaigns that focus on specific demographics and regions within Kenya, utilizing data analytics to identify potential customer segments.

Influence of Leadership Styles on Performance of Transport Parastatals in Kenya

2026-04-14T16:26:58Z

Influence of Leadership Styles on Performance of Transport Parastatals in Kenya Kamau, Rosemary Wanjiru; Mbithi, Mary; Nzili, James Transport parastatals in Kenya continue to suffer from inefficiencies, financial mismanagement, and governance lapses, largely attributed to weak and ineffective leadership practices. Despite the critical role of leadership styles in shaping organizational culture, accountability, and innovation, many parastatals remain entrenched in autocratic and politically driven approaches that undermine performance and erode public trust. The purpose of this study was to establish the influence of leadership styles on the performance of transport parastatals in Kenya. The study was guided by the Full Range Leadership Theory and Agency Theory, which emphasize the importance of transformational, transactional, and participative leadership in enhancing accountability and organizational outcomes. A descriptive explanatory research design was adopted, targeting a population of 104 managers drawn from 13 transport parastatals. Stratified random sampling was applied, and Yamane’s formula was used to determine a representative sample of 83 respondents, comprising 35 top managers, 28 middle-level managers, and 20 supervisory managers. Data were collected using structured questionnaires, while descriptive statistics, correlation analysis, and multiple regression were employed for data analysis. Correlation results showed a strong positive and significant relationship between leadership styles and performance (r = 0.646, p < 0.05). Regression findings revealed that leadership styles significantly predicted organizational performance (β = 0.421, p < 0.05). The study concludes that leadership style is a critical determinant of performance in transport parastatals. It recommends institutionalizing transformational and democratic leadership development programs, while also strengthening leadership accountability frameworks to enhance efficiency, transparency, and service delivery.

Effect of digital marketing on performance of insurance firms in Nairobi County.

2026-04-14T15:58:50Z

Effect of digital marketing on performance of insurance firms in Nairobi County. Makena;, Benedicto; Maore, Stephen Kirimi; Muriithi, Simon The general objective of this study was to investigate the effect digital marketing tools have towards the success of insurance in Nairobi County. The leading objectives includes establishing the influence of website marketing, social media marketing, search engine optimization marketing and content marketing on the success of insurance firms in Nairobi County. The researcher conducted a survey on the 62 accredited insurance in Nairobi County. The researcher targeted employees from marketing departments for all sampled insurance firms so as to gather the right and meaningful data concerning the impact by digital marketing tools on outcomes. Data was collected using questionnaires and analyzed with the help of data analysis software, Statistical Packages for Social Sciences version 23 was on the analysis platform and presentation of findings by statistical tables and charts. It was found that the website marketing was satisfactory (M=3.31, SD = 1.18), and performance (M=3.11, SD = 1.03). However, it was found to have a positive but significant (p < 0.5) relationship with performance (r = .708, p = 0.000 < 0. 5) at 5% level of significance. It was found that the social media marketing was satisfactory (M=3.67, SD = 1.05), and performance (M=3.11, SD = 1.03). However, it was found to have a positive but significant (p < 0.5) relationship with performance (r = 0.954, p = 0.000 < 0. 5) at 5% level of significance. It was found that the search engine optimization was satisfactory (M=2.61, SD = 1.01), and performance (M=3.11, SD = 1.03). However, it was found to have a positive but significant (p < 0.5) relationship with performance (r = 0. 778, p = 0.000 < 0. 5) at 5% level of significance. It was found that the content marketing was satisfactory (M=3.26, SD = 1.22), and performance (M=3.11, SD = 1.03). However, it was found to have a positive but significant (p < 0.5) relationship with performance (r = .740, p = .000< 0. 5) at 5% level of significance. The study recommended that the insurance firms invest more resources into social media marketing due to its growing popularity of among the younger population. Insurance firms should officiate their digital channels and acquire competent digital managers whose job description is to coordinate communication patterns and vet content before release to maintain quality and ensure timeliness of the release of relevant information. The study also recommended that insurance firms utilize different types of digital communication tools to increase the rate of information spread and reach a wider audience.

Sport diplomacy as a driver of regional cooperation and integration in East Africa.

2026-04-14T15:39:50Z

Sport diplomacy as a driver of regional cooperation and integration in East Africa. Mude, Ibrahim Abdi; Miluwi, Joshua; Kithinji, Moses The correlation between sports and politics is a long and intriguing one. Human history, from antiquity, demonstrates that sport has always been exploited by the ruling elite to provide a utility ‘beyond the game’. Sports has been a useful tool for promoting regional cooperation and integration. Sports diplomacy is a term used to refer to the efforts of the state that involve the use of sports to promote national interests. Kenya’s foreign policy is anchored on five interlinked pillars; peace diplomacy, economic diplomacy, diaspora diplomacy, environmental diplomacy and cultural diplomacy. The cultural diplomacy pillar seeks to promote the use of sports diplomacy by recognizing the role of sports personalities in promoting Kenya’s national interest. This is a deliberate effort to use sports diplomacy in order to realize Kenya’s foreign policy objectives. Kenya’s foreign policy objectives include promotion of regional integration amongst others. This proposed study examined how Kenya uses sports to promote its regional cooperation and integration within East Africa. The study applied Liberalism Theory. The study employed mixed methods research design. Using Purposive and Snowball Sampling techniques, the study used interview method to collect primary data. Secondary data was also used. The data was then be sorted and analyzed to enable the researcher to make generalizations about correlations of the study variables. The study covered 2010-2019.

Influence of content marketing on performance of supermarkets in Nairobi County.

2026-04-14T15:26:47Z

Influence of content marketing on performance of supermarkets in Nairobi County. Ong’ondo, Luiza Moraa; Mbebe, James; Mbithi, Mary The purpose of this study was to examine the influence of Content Marketing on the performance of supermarkets in Nairobi County, Kenya. This research was anchored on the Technology Acceptance Model (TAM). The study employed a descriptive research design. The target population was 120 members of staff from the 12 supermarkets in Nairobi County. Data collection was done using questionnaires. The collected data was qualitative and quantitative. Analysis of data was conducted using descriptive and inferential techniques. Descriptive analysis involved central tendency measures (mean, frequency, percentages). Inferential analysis involved correlation analysis and regression analysis at a significance level of 5%. Tables and pie charts with interpretation narratives and discussion of findings were used to depict the results. It was found that the content marketing was (M=4.33, SD =0.63), and performance (M=4.30, SD =0.65). However, it was found to have a positive but significant (p < 0.5) relationship with performance (r = .818, p = 0.000 < 0. 5) at 5% level of significance. Content marketing had a positive influence on performance (t = 13.043, p <0.05). Supermarkets should use their internet platforms to highlight their values, including sustainability, community service, and charitable donations, in order to enhance their content marketing. In order to fully utilize the potential of these tools, the study suggests investing more resources in other systematic marketing strategies with larger target populations, and conducting additional research on policies pertaining to the use of private information for marketing purposes.

Influence of Recruitment on the Organizational Performance of Microfinance Institutions in Nairobi County, Kenya

2026-04-13T16:29:03Z

Influence of Recruitment on the Organizational Performance of Microfinance Institutions in Nairobi County, Kenya Mueni, Aaron Sharon; Nzioki, Susan; Miluwi, Joshua This study examined the influence of recruitment on the organizational performance of Microfinance Institutions (MFIs) in Nairobi County. The key objective was to determine how recruitment practices impact performance outcomes. A correlational research design was adopted, targeting 247 Human Resource Managers and their assistants across 10 MFIs. Using Taro Yamane’s formula at a 5% error margin, a sample size of 153 respondents was selected through stratified random sampling. Data was collected using structured questionnaires and analyzed using both descriptive and inferential statistics. Regression analysis revealed that recruitment significantly influences organizational performance, with an R-squared value of 0.583, F-statistic of 206.631, and a p-value of 0.000, indicating that recruitment explains 58.3% of the variation in performance. The B= 0.763 (p = 0.000), confirming a strong and positive influence. The study concluded that effective recruitment characterized by clear screening criteria, fair shortlisting, comprehensive reference checks, and structured interviews significantly enhances MFI performance. It is recommended that MFIs adopt standardized and inclusive recruitment policies, ensure all panel feedback is considered, and strengthen reference checks. Policy frameworks should be developed to enforce transparent and merit-based hiring to sustain institutional growth and competitiveness in the financial sector.

Organizational restructuring and organizational performance of selected commercial based Parastatals in Kenya.

2026-04-13T16:06:12Z

Organizational restructuring and organizational performance of selected commercial based Parastatals in Kenya. Mohamed, Eynash; Munga, Jane; Kithinji, Moses This study examined the effect of organizational restructuring on the organizational performance of selected commercial-based parastatals in Kenya. Guided by the Contingency Theory, the study utilized a quantitative approach, collecting primary data from 85 senior management, 265 middle management, and 850 operational staff across ten commercial parastatals with the largest net profits in FY2022/2023. Stratified random sampling ensured the representativeness of the sample, while structured questionnaires captured data relevant to the research objectives. The findings revealed that organizational restructuring positively influences performance by streamlining roles, enhancing decision-making, and improving operational efficiency. The regression analysis showed strong relationships between organizational restructuring and performance. The study's contributions include insights into the synergistic effects of strategic change interventions and actionable recommendations for parastatal managers and policymakers. Limitations include the study's focus on commercial parastatals in Kenya, reliance on cross-sectional data, and self- reported responses, which were mitigated through rigorous methodological designs and diagnostics. The study recommended longitudinal research to assess the long-term impacts of these interventions, comparative studies across sectors, and further exploration of moderating factors such as organizational culture and external dynamics. The findings provide valuable guidance for enhancing organizational performance through well-planned and executed strategic interventions.

Influence of Training on Employee Performance in Deposit-Taking Savings and Credit Cooperative Societies in Nairobi County, Kenya

2026-04-13T15:59:18Z

Influence of Training on Employee Performance in Deposit-Taking Savings and Credit Cooperative Societies in Nairobi County, Kenya Dalacha, Fardhowsa Mohamad; Nzioki, Susan; Munga, Jane The purpose of this study was to examine the influence of training on employee performance in Deposit-Taking Savings and Credit Cooperative Societies (DT-SACCOs) in Nairobi County. The study aimed to determine how training initiatives impact employee skills, efficiency, and overall organizational outcomes. A descriptive research design was adopted, targeting 87 DT- SACCOs with 380 human resource employees as the unit of observation. Using Taro Yamane’s formula, 169 HR officers were randomly sampled, while 10 HR managers were purposively selected, resulting in a sample size of 179 participants. Data were collected through questionnaires and interviews, with triangulation applied to enhance validity. Descriptive statistics summarized the data, while regression analysis tested the relationship between training and performance. The findings revealed a strong positive relationship (R = 0.705) where training accounted for 49.7% of the variation in employee performance (p < 0.01). The study concluded that structured training significantly enhances employee competence, task efficiency, and service delivery. It recommended implementing comprehensive onboarding programs, continuous professional development, and tailored skill-building initiatives to sustain high performance levels in DT-SACCOs.

Influence of Competitive Strategy on Service Delivery of Petroleum Firms In Nairobi County, Kenya

2026-04-13T15:46:04Z

Influence of Competitive Strategy on Service Delivery of Petroleum Firms In Nairobi County, Kenya Hassan, Nasro Abduhakim; Kihara, Peter; Muema, Wilson Petroleum firms in Kenya operate within a competitive, volatile environment shaped by price fluctuations, infrastructural gaps, and regulatory changes. This study investigated the effect of competitive strategy on service delivery among petroleum firms in Nairobi County. Using a descriptive cross-sectional survey design, the study integrated both qualitative and quantitative methods. From a target population of 324 service stations, 125 managers were selected through stratified random sampling. Data were collected using semi-structured questionnaires and analyzed with SPSS version 28, employing descriptive statistics and regression analysis. Results revealed a positive and statistically significant relationship between competitive strategy and service delivery (β = 0.717, p = 0.000). Key strategic drivers included service innovation, technology adoption, and employee satisfaction. The study concluded that firms prioritizing competitive strategies experience improved service quality and responsiveness. It recommends continuous investment in technological advancement, customer-focused initiatives, and strategic partnerships to enhance service performance in the petroleum sector.