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Research Paper | Management | Kenya | Volume 6 Issue 7, July 2017 | Popularity: 6.9 / 10

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Relationship between Competitive Strategies and Growth of Private Universities in Nairobi County, Kenya

Nyambura Mary, Muema Wilson, Bichange Methuselah

Abstract: The current operational set-up in Kenyas universities is a turbulent one since it is in highly competitive market condition. To ensure survival and sustainability in the market place the private universities require adopting a competitive strategy. The purpose of this study was to establish the relationship between competitive strategies and the growth of private universities in Kenya. This research problem was studied using a descriptive survey design. The target population comprised 242 marketing and management staff working with private universities in Nairobi County, Kenya. A sample of 71 respondents was obtained from the study population using stratified random sampling method. A structured questionnaire was used to collect primary data. Data analysis were facilitated by the use of Statistical Package for Social Sciences computer software. Both descriptive and inferential statistics were used in the analysis. The study results were presented in form of tables. The study revealed that the relationship between differentiation strategies and growth of private universities was positive, strong and significant. The study also found that private universities have recorded growth in various facets including student enrolment, workforce, programmes, courses, and satellite campuses. The study concluded that differentiation strategies were imperative in enhancing growth of private universities. The study further inferred that the more focused private universities were in reference to the strategies they employed, the more they were likely to witness organizational growth. It is recommended that it is imperative for private universities to offer only those courses and programmes which they have the requisite capacity in order to avoid straining its resources. The study also recommended that that the growth of private universities should also be balanced and also be in line with the guidelines of the Commission of University Education.

Keywords: Competitive strategies, differentiation strategies, Nairobi County, organizational growth, private universities

Edition: Volume 6 Issue 7, July 2017

Pages: 1649 - 1655

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