EFFECTS OF STRATEGIC PRODUCT INNOVATION ON SUSTAINABLE COMPETITIVE ADVANTAGE OF ALCOHOLIC BEVERAGE INDUSTRY: A CASE OF KEROCHE BREWERIES COMPANY LIMITED; KENYA
Abstract
Globally, strategic management is vital for attainment of organization’s goals and objectives; hence it involves continuous planning, monitoring, analysis and assessment of all activities that makes an organization succeed competitively. This study had the strength of relying on literature of strategic innovations and sustainable competitive advantage. General impression of this study was on how firms can employ strategic innovations for competitive advantage in their respective industries. The study focused on the literature review of the companies’ strategic plans and performance reports related to competitive advantage. Specific objective was to examine the effect of strategic product innovation on sustainable competitive advantage of alcoholic beverage industry. The study focused on Keroche Breweries Company Limited. This study used a descriptive survey research design anchored on pragmatism philosophy on a population target of Keroche Breweries Company Limited officers. Data collection was done through structured questionnaires. Stratified sampling technique was applied on the concerned population of the study. Analysis of data of the study was done by use of Statistical Package for Social Sciences (SPSS 24) for solving concerned information of descriptive and inferential content. The study based on descriptive statistics computation of frequencies, percentages and means, while for inferential Statistics, the similar statistical package was used to determine correlation and regression analysis. The conclusion of the study was; Strategic product Innovation had a significant effect on Sustainable Competitive Advantage of Alcoholic beverage industry. This study recommended of strengthening of strategic Production Innovation practices in Keroche Breweries Company Limited to gain competitive advantage within its industrial production. On scholarly perception, the study recommended for further research on the same variables using different method.
Key words; Strategic Production Innovation, Sustainable Competitive Advantage
CITATION: Situbi, R., Murunga, K., & Juma, D. (2021). Effects of strategic product innovation on sustainable competitive advantage of alcoholic beverage industry: A case of Keroche Breweries Company Limited; Kenya. The Strategic Journal of Business & Change Management, 8 (1), 531 – 544.
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DOI: http://dx.doi.org/10.61426/sjbcm.v8i1.1930
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