Abstract: The primary goal of this research was to evaluate the influence of market orientation on competitive advantage of mobile telecommunications companies in Kenya. A descriptive research design was used in this research. The population of this study was all 2666 employees in three telecommunication companies in Kenya (Safaricom, Airtel and Telecom Kenya) who worked in Nairobi. The sample size for this study was 347 respondents selected through stratified sampling. This study utilized questionnaire to collect data. The drop and pick method of administration was used. Descriptive statistics and multiple regression analysis were used to analyse the collected data. Presentation of the findings was through descriptive statistics and multiple ordinary least squares regression. The study established that market orientation had a positive and significant influence on competitive advantage. The recommendation of the study was that telecommunication companies should continually engage in market research to track the continually changing customer needs and preferences. The companies should have a versatile system of tracking the industry changes and determining how these changes influence customer needs.
Keywords: Market Orientation, Competitive Advantage, Telecommunication Companies.
Title: INFLUENCE OF MARKET ORIENTATION ON COMPETITIVE ADVANTAGE OF MOBILE TELECOMMUNICATIONS COMPANIES IN KENYA
Author: Robert Otieno Odero, Paul Kariuki
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
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