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Title: Strategic Orientation, Competitive Advantage and Business Performance of Firms in the Oil Industry in Kenya (Case Study: Eldoret Municipality-Kenya
Authors: Kipkogei, Simatwo Simeon
Keywords: Oil Industry
Strategic Orientation
Business Performance
Eldoret Municipality-Kenya
Issue Date: Jun-2007
Publisher: Kampala International University, College of Economics and Management Sciences .
Abstract: The purpose of the study was to identify relationship between strategic. orientation, competitive advantage and business performance of oil firms in the oil industry in Kenya. The study was carried out in Eldoret Municipality Uasin Gishu District, Nandi North of Rift Valley Province. The theoretical framework in the study is based on Generic Strategies by Michael Porter and Miles and Snow Typology. The study design was based on a survey of oil firms in the oil industry in Kenya. The sampling units were oil firms and customers. These included headquarters of ten oil firms and seven fuel outlet stations. The sample size included ten oil firms and those were British Petroleum/shell, Total, Kenol/Kobil, Petro, NOCK, Kenol/Kobil, Mobil, Fuelex, Caltex Et Metro. Ten managers one from every firm. were interviewed and thirty five customers; five from every fuel outlet. The sampling methods used in the study included stratified and purposive sampling. The data collection methods used in the study included both secondary and primary data; questionnaires were used to gather data from customers and interview schedules for management of the oil firms. Data analysis included both qualitative and quantitative techniques. Descriptive statistics were used and Lhey Involved, l1equencies, tables and cross tabulations. The study findings reveal that firms in the oil industry in Kenya adopt three types of strategic orientations these are; differentiation strategy, cost leadership and focus strategies. The study revealed that there is a distinct relationship betweengeneric strategies and Miles and Snow typology. The; findings also reveal that there is an independent relationship between strategic orientations and competitive advantage. The study further revealed that there is a distinct relationship between strategic orientation, competitive advantage and business performance.
Description: A research report submitted to the School of Business and Management in Partial Fulfillment for the Requirement of the Award of a Bachelors Degree in Business Administration (Accounting) of Kampala International University.
Appears in Collections:Bachelor of Business Administration (BBA)

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