School of Business and Economics
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Welcome to School of Business and Economics collection.This collection contains Journal articles published by faculty affiliated to the school.
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Item Influence of content marketing on performance of supermarkets in Nairobi County.(The Strategic Journal of Business & Change Management,, 2025-08) Ong’ondo, Luiza Moraa; Mbebe, James; Mbithi, MaryThe 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.Item Influence of Resource Availability on Performance of County Government of Tharaka Nithi(International Research Journal Publishers,, 2025-08) Njagi, Sheilla Kawira; Munga, Jane; Mbebe, JamesThe availability of resources plays a critical role in shaping the performance of county governments, directly impacting their ability to execute projects and deliver public services effectively. Understanding how resource availability influences overall performance is essential for driving improvements in service delivery and project outcomes. Despite the importance of resource management, there is often a gap in optimizing the use of available resources, leading to missed opportunities for enhanced efficiency and effectiveness. This paper sought to explore the influence of resource availability on the performance of the County Government of Tharaka Nithi. The study applied a cause-effect research design. The study gathered data through questionnaires which were administered both physically and electronically. Data collected was analyzed through both descriptive and inferential analysis. Results revealed a β of 0.554 and a p- value of 0.001, between resource availability and the performance of the County Government of Tharaka Nithi. The study concluded that resource availability had a positive and significant influence on the performance of the County Government of Tharaka Nithi. The study recommends that the County Government of Tharaka Nithi should optimize resource utilization by implementing efficient resource management strategies and provide continuous training and development for staff. Further, the study recommends that the County Government of Tharaka Nithi enhance monitoring and evaluation processes while strengthening financial management practices. Besides, the study recommended that the County Government of Tharaka Nithi should invest in advanced machinery and tools. Additionally, the study recommends that the County Government should encourage community involvement in project planning and implementation. Also, the study recommended exploring external funding opportunities, such as public-private partnerships or international grants. Finally, the study recommends prioritizing sustainable practices in project management, including the adoption of green technologies, to ensure long- term benefits and minimize environmental impact.Item Influence of Strategic Direction on Performance of Commercial Banks in Juba, South Sudan(International Research Journal of Business and Strategic Management, 2025-06) Deng, John Ayuen Dhuor; Mbebe, James; Mbithi, MaryPerformance of organizations has been a focal point of research, particularly in understanding how effectively they implement strategic plans to achieve their mission and vision. Strategic planning practices play an important role in enhancing operational efficiency and achieving a competitive advantage. This study established the influence of strategic direction on the performance of commercial banks in Juba, South Sudan. The study adopted a cross-sectional research design. The unit of analysis comprised 31 licensed commercial banks, while the unit of observation included 186 managers. A stratified random sampling technique, in addition to the Taro Yamane formula, was used to select 128 participants. Data was collected using questionnaires with both open-ended and closed questions. The questionnaires were administered both physically and electronically. Descriptive statistics, including frequency, percentage, mean, and standard deviation, summarize the data, while a binary logistic regression model was applied for inferential analysis. The findings were presented in tables and narratives. Findings revealed that strategic direction setting, including well-documented vision, mission, and core values, significantly improved performance (p-value =0.001), with banks having structured direction setting showing a 12.784 times higher likelihood of achieving better performance than unstructured ones. The study recommends that managers of banks in Juba actively set strategic direction through the formulation of vision, mission, objectives, and core values statements.Item Strategic direction and organizational performance of four star hotels in Nairobi County, Kenya.(The Strategic Journal of Business & Change Management, 2025-03) Nyamao, Catherine Kwamboka; Munga, Jane; Mbebe, JamesGlobally, strategic leadership is recognized for its major contribution to a strategy implementation timetable that is successful and that is essential in directing and enhancing the context and mode of strategy implementation. The primary goal is to investigate the performance and strategic leadership of Kenya's fourstar hotels. The study specifically examines how much organizational performance is influenced by strategic direction in Kenyan four-star hotels. Goal-setting theory served as a guiding principle for this investigation. Questionnaires were used in the collection of data. For this study, a descriptive research design was used. 148 general managers, assistant general managers, and supervisors employed by Kenya's four-star hotels were the study's target group. This study included a census. To obtain the respondents, a census will be used. Standard deviation and mean will be utilized to measure central tendency, and regression and correlation analysis are two examples of inferential statistics that will be employed in the study. Performance (M=2.96, SD=1.08) and strategic direction (M=3.48, SD=1.26) were deemed significant (p < 0.5; r = 0. 891, p = 0.000 < 0. 5. According to the study, to reveal additional empirical data on this crucial topic of strategic direction and how it interacts with other facets of organizational performance, particularly social performance, more literature reviews are required. Researchers are advised to conduct investigations into this relationship.Item Relationship Marketing and Customer Loyalty in the Fast-Moving Consumer Goods (FMCG) Industry in Nairobi County(International Journal of Research and Scientific Innovation (IJRSI), 2025-08) Mulima, Raiton Sababe; Mbebe, James; Maore, StephenCustomer loyalty remains a major challenge for Fast-Moving Consumer Goods (FMCG) companies in Kenya. This study examined the influence of relationship marketing dimensions— trust, perceived value, switching cost, and empathy—on customer loyalty among FMCG firms in Nairobi County. Grounded on Social Exchange Theory, Relationship Marketing Theory, and Customer Relationship Management Theory, the study employed a descriptive research design. The target population comprised 794 marketing and public relations employees in 45 FMCG companies, with a stratified random sample of 267 respondents. Data were collected through self-administered questionnaires and analyzed using SPSS 24, applying both descriptive and inferential statistics at a 95% confidence level. Results revealed that trust (β = 0.595, p = 0.001), switching cost (β = 0.261, p = 0.001), perceived value (β = 0.210, p = 0.001), and empathy (β = 0.401, p = 0.001) had a positive and significant influence on customer loyalty. The study concludes that relationship marketing significantly enhances loyalty in FMCG companies. It recommends that firms uphold high product and service quality to maintain trust, leverage financial incentives to reduce switching tendencies, and train employees in empathy and communication to improve customer experiences. Regulators should also periodically review policies to strengthen FMCG competitiveness and customer retention in Nairobi CountyItem Effect of Innovation Strategy on the Performance of Private Solar Energy Companies in Kenya(International Research Journal Business and Strategic Management, 2025-07) Lengewa, Billy Saverio; Mbebe, James; Mbithi, MaryInnovation has emerged as a critical driver of competitive advantage in the energy sector, especially as firms respond to globalization and technological advancements. Despite the growing role of private solar energy companies in Kenya, limited research exists on how innovation strategies influence their performance. This study aimed to examine the effect of innovation strategies on the performance of private solar energy companies in Kenya. An ex-post facto research design was employed, targeting 1,548 middle- and low-level managers from 12 registered private solar companies. Using stratified random sampling and the Taro Yamane formula, a sample of 318 respondents was selected. Data were collected through structured questionnaires and analyzed using content, descriptive, and inferential statistics, with binary logistic regression employed to test the relationship between innovation and performance. The results revealed a statistically significant and positive effect of innovation strategies, particularly product and technology innovation, on company performance (B = 4.605, p < 0.001), with firms implementing technology-based innovations being 10 times more likely to achieve high performance. The study concludes that innovation, especially in product and technology areas, is a significant predictor of business performance in Kenya’s solar energy sector. It recommends that firms invest more in developing and protecting intellectual property, adopt smart-grid and hybrid solar systems, and integrate AI-powered energy management solutions to enhance efficiency and market competitiveness.Item Influence of Organizational Structure on Performance of Insurance Brokerage Firms in Kenya(International Research Journal Business and Strategic Management, 2025-07) Kihara, James Mwangi; Mbithi, Mary; Mbebe, JamesOrganizational structure plays a critical role in shaping the performance and operational efficiency of insurance firms. This study examines the influence of organizational structure on the performance of insurance brokerage firms in Kenya, addressing a contextual research gap in the local insurance sector. Despite the sector’s significant contribution to the country’s GDP and its dominance in East Africa, Kenyan insurance firms continue to face challenges related to rigid and centralized structures, limiting their responsiveness to dynamic market needs. The study adopted a correlational research design targeting 170 registered insurance brokerage firms in Nairobi County. Using the Taro Yamane formula, a sample size of 119 respondents was selected through simple random sampling. Data was collected using structured questionnaires and analyzed using SPSS through descriptive and inferential statistics, with a regression model applied at a 0.05 significance level. Findings revealed a strong positive correlation (R = 0.715) between organizational structure and firm performance. The R Square of 0.512 indicated that organizational structure accounted for 51.2% of the variance in performance. The ANOVA results (F = 104.879, p = 0.000) confirmed the statistical significance of the regression model. The study concluded that organizational structure positively and significantly influences the performance of insurance brokerage firms in Nairobi County, leading to a rejection of the null hypothesis. The study recommends that brokerage firms adopt more flexible and responsive organizational structures that can adjust to market dynamics. Firms should also conduct regular strategic reviews and promote cross-functional teams to enhance internal coordination and overall performance within the competitive insurance market.Item Influence of Organizational Structure on the Performance of Pharmaceutical ManufacturingCompanies in Nairobi County(INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS), 2024-07) Mutunga, Agnes Wanjiru; Munga, Jane; Mbebe, JamesAn effective organizational structure can greatly enhance operational efficiency, decision-making, and overall performance, allowing companies to stay competitive in the market. Despite the importance of organizational structure in improving company performance, many companies are yet to fully leverage its potential. This paper sought to examine the influence of organizational structure on the performance of pharmaceutical manufacturing companies in Nairobi County. The study applied a descriptive research design. The study gathered data through questionnaires which were administered both physically and online. Data collected was analyzed through both descriptive and inferential analysis. Results revealed a β of 0.351 and a p-value of 0.001, between organizational structure and the performance of pharmaceutical manufacturing companies. The study concluded that organizational structure had a positive and significant influence on the performance of pharmaceutical manufacturing companies in Nairobi County. The study recommends that pharmaceutical manufacturing companies should strengthen their organizational structure by ensuring that authority levels and reporting relationships are clearly defined. The study also recommends that pharmaceutical manufacturing companies in Nairobi County should encourage autonomy and empowerment across all management levels. Lastly, the study recommends that pharmaceutical manufacturing companies in Nairobi County should foster a flexible decision-making process that allows for timely adjustments.Item Influence of Strategic Leadership on the Performance of Pharmaceutical Manufacturing Firms in Nairobi County(INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS), 2024-01) Mutunga, Agnes Wanjiru; Munga, Jane; Mbebe, JamesThe purpose of the study was to determine the influence of strategic leadership on the performance of pharmaceutical manufacturing companies in Nairobi County. The study applied a descriptive research design. Population comprised 71 pharmaceutical manufacturing companies in Nairobi county which served as the unit of analysis. Targeted respondents were procurement managers, finance managers, and marketing managers who in total were 288. Sampling technique applied was a stratified random technique using a Taro Yamane formula. To collect data, the researcher used questionnaires that were both physically and electronically administered. Data that was gathered was analyzed using SPSS where descriptive and inferential analysis were done. Findings revealed an R-square of 0.692, an F-ratio of 344.992, a beat score of 0.958, and a p-value of 0.000. The study concluded that strategic leadership had a positive and significant influence on the performance of pharmaceutical companies in Nairobi County. The study was however limited to a direct relationship between the variables without considering other variables that could have an impact on the relationship indirectly. Additionally, outcomes from the study should be applied in general pharmaceutical industries in Kenya with caution because of the difference in business environment. The study recommended that the top pharmaceutical companies in Nairobi county invest in leadership development programs to enhance the capabilities of their leaders which can be tailored to communication training, vision-casting, or even inspirational leadership programs to help in offering better leadership which enhances organizational performance.Item Influence of Customer Relations Strategies on Performance of SACCOs in Kiambu County(INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS), 2024-03) Muiruri, Martha Njeri; Munga, Jane; Mbebe, JamesCustomer relationship management creates a good rapport between the organization and its customers thus enabling an organization to sustain a competitive edge in the market. Despite the importance of customer relationship management, many firms have not yet taken the full advantage that comes with managing customers effectively. This paper sought to examine the influence of customer relations strategies on the performance of SACCOs in Kiambu County. The study applied a descriptive research design. The study applied the Taro Yamane formula to come up with a sample of 250 participants. The population for the study was 250 employees of SACCOs in Kiambu County. Stratified random sampling was applied in addition to the Taro Yamane formula to come up with a sample size of 154 respondents. The study gathered data through questionnaires which were administered both physically and online. Data collected was analyzed through both descriptive and inferential analysis. Results revealed a β of 0.513 and a p-value of 0.001, between customers’ relations strategy and the performance of SACCOs. The study concluded that customer relations strategy had a positive and significant influence on the performance of SACCOs in Kiambu County. The study recommends building strong relationships with members which fosters trust, loyalty, and satisfaction, ultimately leading to increased financial stability and growth. Additionally, the study recommended that SACCOs should implement personalized communication channels, provide financial education programs, leverage technology for efficient service delivery, and continuously seek feedback to adapt strategies to members’ evolving needs. Lastly, the study recommends that SACCOs should implement robust member feedback mechanisms and actively incorporate member suggestions into decision-making processes.