How does strategic orientation affect organisational competitiveness? Evidence from a large cement manufacturing firm in Kenya

Abstract

The cement industry in Kenya has experienced intense organizational competitiveness as many firms enter the industry to get a stake of the market. The objective of this study is to examine the effect of strategic orientation on organizational competitiveness among cement manufacturing firms. Specifically, the study sought to determine the effect of product orientation, customer orientation, competitor orientation, technology orientation, and technology orientation on the competitiveness of a large cement manufacturing company in Kenya. Primary data was collected using questionnaires which were administered to 33 respondents in the management positions of the organisation using drop-and- pick-later method. The collected data was analysed using descriptive analysis and regression analysis with the help of SPSS version 22. The study found that only product and technology orientations significant effects on firm competitiveness. The study found no evidence of a significant effect of customer and competitor orientations on competitiveness. The study concludes that the competitiveness of cement processing firms is influenced by the level of product orientation and the level of technology orientation. It is recommended cement manufacturing firms can improve their competitiveness by focusing on the technology orientation as a trade orientation.