| dc.contributor.author | Onditi, Evans Ojiambo | |
| dc.contributor.author | Kibera, N. F | |
| dc.contributor.author | Iraki, X. N | |
| dc.date.accessioned | 2025-11-28T07:45:12Z | |
| dc.date.available | 2025-11-28T07:45:12Z | |
| dc.date.issued | 2020-01 | |
| dc.identifier.citation | Onditi, E. O., Kibera, N. F., Aranga, M. J., & Iraki, X. N. (2020). The moderating effect of competitive intensity on the relationship between market orientation and performance of private security firms in Kenya. The Strategic Journal of Business & Change Management, 7(1), 47 – 65. | en_US |
| dc.identifier.issn | 2414-8970 | |
| dc.identifier.uri | http://repository.mut.ac.ke:8080/xmlui/handle/123456789/6806 | |
| dc.description.abstract | The objective of this study was to establish the moderating effect of competitive intensity on the relationship
between market orientation on the performance of private security firms in Kenya. Data was collected from key
informants in the private security firms and they were either the marketing managers or the Chief Executive
Officer of the firms. The theoretical perspective to the study was Market based View. The study targeted 39 firms
that were members of the Kenya Security Industry Association (KSIA) in a census study that was cross-sectional in
nature and 37 firms participated in the study. Data was collected using a semi-structured questionnaire. Results
of the regression analysis indicated that market orientation had a positive and significant effect on both nonfinancial
and financial performance of the private security firms in Kenya. The results also indicated that
competitive intensity moderated the relationship between market orientation and non-financial performance but
not with financial performance. The study recommended that managers of private security firms and firms in
other industries should view market orientation as a resource that can enhance the firms’ ability to achieve
sustainable competitive advantage. It also recommended that management of firms should invest their time in
developing a market orientation culture among all departments of their firms. The study also recommended that
managers should evaluate performance implications of their internal firm resources and use them to develop and
implement strategies that will help the firm to counter competitor actions through exploration or exploitation of
market opportunities. A longitudinal study was suggested since the industry competition will be significantly
affected by the strong government regulation through the Private Security Regulatory Authority. | en_US |
| dc.language.iso | en | en_US |
| dc.publisher | The Strategic Journal of Business & Change Management. | en_US |
| dc.subject | Market Orientation, Competitive Intensity, Private Security Firms, Kenya | en_US |
| dc.title | THE MODERATING EFFECT OF COMPETITIVE INTENSITY ON THE RELATIONSHIP BETWEEN MARKET ORIENTATION AND PERFORMANCE OF PRIVATE SECURITY FIRMS IN KENYA | en_US |
| dc.type | Article | en_US |
