EFFECT OF STRATEGIC RESPONSES ON ORGANIZATIONAL PERFORMANCE OF PHARMACEUTICAL FIRMS IN NAIROBI CITY COUNTY, KENYA

Chemutai Vivian Kiplagat, Dr. Lawrence Odollo

Abstract


The pharmaceutical industry plays a critical role in the provision of healthcare and contributes significantly in the realization of vision 2030. Despite the critical role played by pharmaceutical industry, it has faced challenges that have threatened its performance. The purpose of this study was to determine the effects of strategic responses on the performance of pharmaceutical firms in Nairobi County. The specific objectives of the study were to determine the effects of market development and information communication and technology integration on performance of pharmaceutical firms. This study adopted a descriptive research design. The survey unit of observation comprised of top managers from each organization translating to 119 top managers. Stratified random sampling was used to select 92 respondents from the target population. Data was collected using a self-administered structured questionnaire. Descriptive statistics and inferential statistics were used. The study concludes that strategic market segmentation has a positive and significant effect on the performance of pharmaceutical firms in Nairobi County, Kenya. The study also concludes that strategic innovation has a positive and significant effect on the performance of pharmaceutical firms in Nairobi County, Kenya. The study recommended that the management of pharmaceutical firms should ensure implementation of proper strategies for facilitating market penetration and promotion and advertising and market Channels and also ensure implementation of proper infrastructure, technical competence, data and information management and availability of ICT.

Keywords; Strategic Market Segmentation, Strategic Innovation, Performance


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