STRATEGY IMPLEMENTATION PRACTICES AND CORPORATE SOCIAL PERFORMANCE OF KRA-COMPLIANT ALCOHOL MANUFACTURING FIRMS IN KENYA

Abstract

Strategy implementation (SI) is widely recognised as essential for aligning organisational strategies with societal expectations and enhancing corporate social performance (CSP). Despite the economic significance of Kenya’s alcohol manufacturing industry, many firms continue to experience challenges in integrating SI practices into their social responsibility initiatives. Weak resource allocation, ineffective leadership, poor communication, and inadequate monitoring have limited the achievement of meaningful CSP outcomes. This study examined the influence of strategy implementation practices on corporate social performance among KRA compliant alcohol manufacturing firms in Kenya. Specifically, the study assessed the effects of resource allocation, strategic leadership, strategy communication, and strategy monitoring on CSP. The study was guided by the Resource-Based View, Transformational Leadership Theory, Stakeholder Theory, and Control Theory. A descriptive research design was adopted, and primary data were collected using structured questionnaires administered to 111 respondents directly involved in strategy implementation activities within the participating firms. Data were analysed using descriptive statistics and regression analysis. Pilot testing, Cronbach’s alpha, and diagnostic tests ensured reliability. The findings revealed that resource allocation, strategy communication, and strategy monitoring had positive effects on corporate social performance when examined individually. However, their effects were not statistically significant when considered jointly, suggesting that effective CSP requires an integrated strategy implementation approach. Strategic leadership did not have a statistically significant influence on CSP. The study recommends strengthening the integration of strategy implementation practices within organisational frameworks and embedding SI requirements into industry regulatory and compliance mechanisms to enhance corporate social performance among KRA-compliant alcohol manufacturing firms in Kenya.