INFLUENCE OF PRODUCT INNOVATION STRATEGIES ON GROWTH OF SMALL AND MEDIUM WATER BOTTLING ENTERPRISES IN KENYA
Keywords:
Entrepreneurship, Marketing, Product, Strategy, Business
Abstract
In Kenya, the SMEs in bottled water businesses are not growing as expected. This is shown by failure of water bottling firms to meet the demand of bottled water products. The increase in demand which grew by over 12 percent is not in tandem with growth of water bottling businesses with sales turnover increasing by only 3 percent. The study found strong relationship between product strategies and growth of SME water bottling firms in Kenya. . One of the major implications of this research is that firms can increase sales by offering the right marketing tools. Therefore organizations should carefully plan their marketing strategies, and allocate adequate marketing budget giving preference to the more effective tools. The SME water bottling entrepreneurs should also build capacity on the entrepreneurial marketing strategies to apply in their businesses and invest more in web based technology and infrastructure.
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disclosure in buzz marketing', Journal of Consumer Marketing, Vol. 24, No. 3, pp.151 -
159.
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Analysis. British Journal of Management, 18, 2007, pp. 63-77.
Casson, M.(2003). The Entrepreneur: An Economic Theory (2nd Ed). Chetenham,U.K:Edward
Edgar.
Chalita, S., Pratompong, S. & Erik, B. (2013). Pricing Strategies and Innovations in the Thai
Mobile Communications Market. Information, 15 (1): 61 – 77.
Cuervo, A.,Ribeiro, S., & Roig, S. (2007).Entrepreneurship: Concepts, Theory, &
Perspective.New York: Springer Berlin Heidelberg.
David, J. & David, S. (2012). Marketing-Orientated Pricing: Understanding And Applying
Factors That Discriminate Between Successful High And Low Price Strategies. European
Journal of Marketing, 46 (11/12): 1647 –1670.
Deming, W. (1986). Out of the crisis, Massachusetts Institute of Technology. Centerfor Advanced
Engineering Study, Cambridge, MA.
Elmaghraby, W. J. & Keskinocak, P. (2003). Dynamic Pricing in the Presence of Inventory
Considerations. Management Science, 49, no. 10, pp.1287-1309
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John Wiley & Sons, Inc.
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empirical evidence from two industrial sectors. Journal of Business & Industrial
Marketing, 26(1): 26 – 33.
Kombo, D.K., & Tromp, D.L.A. (2006). Proposal on Thesis Writing. Nairobi: Pauline Publications
Africa.
Kothari, C.R. (2004). Research Methodology: Methods & Techniques, (2nd Ed.). New Delhi: New Age
International Limited Publishers.
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Hall.
Kotler, P. (2007). Marketing: An introduction. New Jersey: Pearson Education Inc.
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in New Ventures. International Journal of Entrepreneurship and Innovation
Management, Special Issue, 223-32
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Delhi. Sage Publication.
Lam, S.Y., Shankar, V., and Murthy, M.K.E.B., (2004). Customer Value, Satisfaction, Loyalty,
and Switching Costs: An Illustration from a Business-to-Business Service Context.
Journal of the Academy of Marketing Science, Vol. 32, No. 3, pp. 293-311.
Lekhanya, L.M. (2014) The Impact Of Viral Marketing On Corporate Brand Reputation.
International Business & Economics Research Journal –Vol 13, No 2.
Lumpkin, G.T & Dess, G.G. (2001).Linking Two Diminutions of Entrepreneurial Orientation to
Firm Performance: The Moderating Role of Environment and Industry Cycle. Journal of
Business Venturing, 16, 429-451
Liu, S. S. (1995). A comparison of pharmaceutical promotional tactics between Hong Kong and
China. Journal of Business & Industrial Marketing, Vol. 10 Iss 1 pp. 34 - 43
Li,L & Sexton, R.J. (2005). Retailer Pricing Strategies for Differentiated Products: The Case of
Bagged Salads and Lettuce. Selected Paper prepared for presentation at the American
Agricultural Economics Association Annual Meeting, Providence, Rhode Island, July 24-
27, 2005
Magutu, P. O., Ongeri, R. N. & Mwangi, H. (2009). Modeling the Effects of E-Commerce
Adoption on Business Process Management: Case Study of Commercial Banks in Kenya.
Communications of the IBIMA, 8: 175-190.
March, J.G. (1978). Bounded Rationality, Ambiguity and the Engineering Of Choice. The Bell
Journal of Economics, 9(2): 587-608.
Mathaba, J. (2011) Bottled water becomes new venture among Kenya investors. Africa Biz,
Morris, M., Schindehutte, M. & LaForge, R. (2002). The Emergence of Entrepreneurial
Marketing: Nature and Meaning. Journal of Marketing Theory and Practice, 10(4): 1-19.
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Decision Making. New York: Prentice Hall
Namiki, N (1989). The impact of competitive strategy on export sales performance: An
exploratory study. Mid- Atlantic Journal of Business, 25(6):21-38.
Oakland, J.S. (2004). Quality Management.. London: Elsevier Butterworth-Heinemann
Publications.
Park, Y. & Gretzel, U. (2006). Evaluation of Emerging Technologies in Tourism: The Case of
Travel Search Engines,” In Hitz, M., M. Sigala, and J. Murphy (Eds.), Information and
Communication Technologies in Tourism, Vienna, Austria: Springer Verlag, pp. 371 -382.
Pasanen, M. (2003). SME Growth Strategies: A Comparison of Young and Long Lived Firms. A
Paper Presented at the International Conference on Business and Information,
Singapore, July 12-14, 2003.
Porter, M. E. (2008). The Five Forces That Shape Competition. Harvard Business Review, 80: 2-
23.
Robert C. Rickards, J. & Rolf, R. (2011). Coping With the Challenges of Indirect Sales and
Distribution Controlling In SMEs. International Journal of Retail & Distribution
Management, 39(12): 927 – 944.
Ruiliang, Y. & John, W. (2010). Service Level, Pricing Strategy and Firm Performance In A
Manufacturer-Giant Retailer Supply Chain. Journal of Product & Brand Management,
19(1): 61 – 66.
Ruiliang, Y. (2009). Pricing Strategies and Firm Performances under Alliance Brand. Journal of
Product & Brand Management, 18 (3): 226 – 232.
Republic of Kenya, (2005). Ministry of Water Strategic Plan 2005-2009. Nairobi: Government
Printer.
Republic of Kenya (2013). Micro and Small Enterprise Act. Nairobi: Government Printer.
Sambu, O.S., (2010). Small Business Production/Operation Management. Nairobi: Macmillan
Education Ltd.
Saunders, M., Lewis, P. and Thornhill, A. (2007), Research Methods for Business Students, 4th
ed, Prentice Hall Financial Times, Harlow.
Timmomns, J.A & Spinelli S (2009). New Venture Creation: Entrepreneurship for the 21st
Century. New York: McGrow-Hill Irwin, NY.
Tsay, A. & Agrawal, N. (2004). Modelling Conflict and Coordination In Multi-Channel
Distribution Systems: A Review. Operations Research and Management Science, 13(1):
93-110.
Wallace, D.W., Giese, J.L. & Johnson, J.L. (2004). Customer Retailer Loyalty in the Context of
Multiple Channel Strategies. Journal of Retailing, 80(4): 249-63.
Wendelin, R. (2004). The nature and change of bonds in industrial business relationships,
Doctoral dissertation No.134, Helsinki: Swedish School of Economics and Business
Administration.
Wright, A. (2002). Technology as an Enabler of the Global Branding Of Retail Financial
Services. Journal of International Marketing, 10(2): 83-98.
Published
2016-01-31
How to Cite
Ndegwa, K., Karanja Ngugi, D. P., & Mwangi Muturi, D. W. (2016). INFLUENCE OF PRODUCT INNOVATION STRATEGIES ON GROWTH OF SMALL AND MEDIUM WATER BOTTLING ENTERPRISES IN KENYA. IJRDO-Journal of Agriculture and Research (ISSN: 2455-7668), 2(1), 12-40. https://doi.org/10.53555/ar.v2i1.1797
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