The purpose of this paper is to identify and explain how market orientation and entrepreneurial orientation helps a firm in effectively differentiating its product or service offerings in relation to its industry rivals. The study concludes that adopting a combination of cost based strategies and differentiation was more beneficial to firm performance as opposed to solo adoption of either strategy.
Results of regression analysis indicated that competitive strategies significantly influenced performance of large manufacturing firms. Focus strategy contributes a significant contribution to the performance of large manufacturing firms in Kenya. Cost leadership strategy was also a key competitive pathway to performance in the large manufacturing sector. Descriptive results indicate that differentiation strategy was displayed through high quality products, brand reputation management, distinctive products. Data obtained were analyzed using descriptive statistics and linear regression. A response rate of 75 questionnaires which represent 54% was obtained. Structured questionnaire was emailed to senior managers in a sample of 139 firms spread across 13 sub-sectors. The target population was large scale manufacturing firms in Kenya.
A descriptive cross-sectional survey design was adopted. The study aimed to test the influence of competitive strategies on performance.
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