Abstract: The main objective of the study was to examine the influence of product development strategy on the performance of Nzoia Sugar Company (NSC). The study used a case study approach with a target population of 300 staff members to gain a full understanding of NSC. The respondents recruited recruited purposively from seven departments involved in the production which included Agriculture, Sales and Marketing, Factory, Human Resources, Finance, Strategy and Planning, and Procurement. A sample size of 90 staff members; 2 Executive staff, 8 Section Heads, 31 Superintendents, and 49 Supervisors were used. The information was obtained from both primary and secondary sources. Primary data was gathered by interviewing members of the workforce at the executive and business unit levels. Management reports and minutes, an annual work plan, reports from the strategic change management committee, and relevant formal letters and testimonials were used to collect secondary data. The data was assessed using content analysis to capture the prominent themes, and categories, and to aid in thematic analysis, which is one of the study's main aims. The study concluded that the product development had influence on performance of Nzoia Sugar Company in Kenya.
Keywords: Product Development, Strategy, Performance, Sugar Industry.
Title: INFLUENCE OF PRODUCT DEVELOPMENT STRATEGY ON THE PERFORMANCE OF NZOIA SUGAR COMPANY IN KENYA
Author: Edwina Akinyi Omollo, Antony Sije
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
Vol. 11, Issue 4, October 2023 - December 2023
Page No: 93-104
Research Publish Journals
Website: www.researchpublish.com
Published Date: 18-October-2023
