STRATEGIC PRODUCT INNOVATION ON SUSTAINABLE COMPETITIVE ADVANTAGE OF ALCOHOLIC BEVERAGE INDUSTRY: A CASE OF EAST AFRICAN BREWERIES LIMITED; KENYA
Abstract
Strategic management is important for attainment of organization’s goals and objectives; hence it involves continuous planning, monitoring, analysis and assessment of all functions that makes an organization excel competitively. This study had the strength of relying on literature of strategic product innovation and sustainable competitive advantage. The impression of this study was on how firms can employ strategic product for competitive advantage in their respective industries. This study focused on the literature review of the companies’ strategic plans and performance reports related to competitive advantage. The objective of the study was to find out the effect of Strategic product innovation on sustainable competitive advantage of Alcoholic beverage Industry; Kenya. The study used a descriptive survey research design on consideration of a population target of East African Breweries Limited officers. Data collection was done through structured questionnaires by use of stratified sampling technique on all concerned population of the study. Analysis of data of the study was done by use of Statistical Package for Social Sciences (SPSS 24) in order to solve concerned information of descriptive and inferential content of the study based on descriptive statistics of (frequencies, percentages and means). Statistical Package for Social Sciences soft ware was employed on determination for correlation analysis 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 strengthening of strategic product practice in beverage industry to gain competitive advantage within its industrial production.
Key words: Strategic Product, Strategic Innovations, Competitive Advantage
CITATION: Nafula, A. C., Kadima, M. J., & Miroga, J.(2022). Strategic product innovation on sustainable competitive advantage of alcoholic beverage industry: A case of East African Breweries Limited; Kenya. The Strategic Journal of Business & Change Management, 9 (1), 782 – 793.
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DOI: http://dx.doi.org/10.61426/sjbcm.v9i1.2221
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