Market Orientation Innovation Strategy and Performance of Veterinary Pharmaceutical Distribution Companies in Nairobi City County, Kenya

Ngugi John Ndung’u, Dr. Ezekiah Kimani M’kuma

Abstract


Innovation strategies are essential drivers of competitiveness and growth in today’s dynamic business environment. Within the veterinary pharmaceutical sector, particularly in Nairobi City County, adopting effective approaches such as market-oriented innovations is crucial for enhancing organizational performance and meeting evolving market and regulatory demands. This study investigated the role of market-oriented innovation strategies in strengthening the performance of veterinary pharmaceutical distribution firms in Nairobi. Guided by the Market-Based View Theory, the research established a strong theoretical foundation for examining how market-oriented innovation drives firm performance in competitive markets. A descriptive survey design was employed, targeting 175 market-oriented. Structured questionnaires were administered, and the data were analyzed using both descriptive and inferential statistical methods. Findings revealed that market orientation innovation strategy had a positive and significant influence on organizational performance. The veterinary pharmaceutical companies should focus on market orientation innovation strategy. Firms should adopt a customer-driven approach by continuously gathering and analyzing market intelligence.

Keywords: Market Orientation, Innovation Strategy, organizational Performance, Veterinary Pharmaceutical Distribution Companies


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