PRODUCT LEADERSHIP STRATEGY AND ITS INFLUENCE ON THE PERFORMANCE OF MOBILE SERVICE PROVIDER’S IN KENYA’S TELECOMMUNICATION INDUSTRY
Abstract
This study examined product leadership and its strategic influence on diverse market demands and maintaining competitiveness of mobile service providers in the telecommunication industry. The study employed descriptive survey research design and census approach, to collect primary data through a structured questionnaire administered to managers in the strategic, marketing/business and operations departments of three major players in the industry: Safaricom PLC, Airtel Kenya Network and Telekom Kenya Limited. Data was analyzed using both descriptive statistics (frequencies, mean and standard deviation) and inferential statistics (regression) with the aid of STATA statistical software. Findings indicate, product leadership has a positive and significant influence on the performance of mobile service providers. The study contributes, to the underexplored area of product leadership in Kenya’s telecommunication industry, addressing the theoretical gap while providing practical evidence of its application. The insights generated can act as a guide in strategic decisions, in enhancing competiveness of mobile service providers and promoting customer centric strategies critical to success in the telecommunication industry.
Keywords: Product Leadership, Mobile Service Providers, Performance, Telecommunication Industry
CITATION: Asena, M. D., & Oloko, M. (2025). Product leadership strategy and its influence on the performance of mobile service provider’s in Kenya’s telecommunication industry. The Strategic Journal of Business & Change Management, 12 (2), 1303 – 1314. http://dx.doi.org/10.61426/sjbcm.v12i2.3136
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DOI: http://dx.doi.org/10.61426/sjbcm.v12i2.3136
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