influence of entrepreneurial marketing orientation on competitive advantage among mobile service ...

184 Pages·2016·0.83 MB·English

INFLUENCE OF ENTREPRENEURIAL MARKETING
ORIENTATION ON COMPETITIVE ADVANTAGE
AMONG MOBILE SERVICE PROVIDERS IN KENYA

GEOFFREY GITAU KAMAU

DOCTOR OF PHILOSOPHY
(Entrepreneurship)

JOMO KENYATTA UNIVERSITY OF
AGRICULTURE AND TECHNOLOGY
2016
Influence of entrepreneurial marketing orientation on competitive
advantage among mobile service providers in Kenya

Geoffrey Gitau Kamau

A thesis submitted in partial fulfilment for the Degree of Doctor of
Philosophy in Entrepreneurship in the Jomo Kenyatta University of
Agriculture and Technology
2016
DECLARATION

This thesis is my original work and not been presented for a degree in any other
university.

Signature: ……………………............ Date………………………
Geoffrey Gitau Kamau

This thesis has been submitted for examination with our approval as the university
supervisors:

Signature: …………………………. Date………………………
Prof. Elegwa Mukulu (PhD)
JKUAT, Kenya

Signature: …………………………. Date………………………
Prof. John Kihoro (PhD)
CUCK, Kenya
ii
DEDICATION
This work is dedicated to my mum Florence Wanjiku, my dear wife Veronica Muringi,
my son Victor Kamau and my daughter Evelyne Wanjiku for all that they have
sacrificed to see my vision achieved. And now unto the Lord Most High for knowledge
and all immeasurable provision, I say thank you LORD.
iii
ACKNOWLEDGEMENT
This research thesis is a culmination of great support from supervisors, fellow students,
family members and friends; and most importantly it has taken immense grace and
equipping by the Almighty God. I wish to specifically acknowledge the great support
from my research supervisors Prof. Elegwa Mukulu and Prof. John Kihoro. My
acknowledgement also goes to the various lecturers and administrative staff of the
Entrepreneurship and Procurement Department (EPD) who have also been very
supportive. I cannot forget Prof. Henry Bwisa who gave me a solid base on
entrepreneurship philosophies and theories. Much appreciation also goes to Dr. Mary
Namusonge for her instrumental lessons on literature review and development of
conceptual framework.
I also cannot forget special mention to Dr. Jane Gathenya of JKUAT who assisted me in
the forming of my research proposal, Dr. Robert Otuya of University of Eldoret who
guided me in research publications; and Ms. Miriam Ndung’u, who trained me on the
access of online journals, among other helpful staff, colleagues and friends. Finally but
not the least, I cannot forget my patient wife Veronica, my very innovative son Victor
and my ever smiling daughter Evelyne who unceasingly prayed for me and gave me all
the moral support. My dear mum Florence and my siblings were also very supportive
and always had a word of inspiration for me. Kind regards also go to my church and
friends particularly Ms. Rebecca Githaiga and Mr. Wilberforce Senelwa, who kept
encouraging me to move on. They were not just classmates but friends indeed.
iv
TABLE OF CONTENTS
DECLARATION ............................................................................................................. ii
DEDICATION ................................................................................................................ iii
ACKNOWLEDGEMENT .............................................................................................. iv
TABLE OF CONTENTS ................................................................................................. v
LIST OF TABLES ........................................................................................................... x
LIST OF FIGURES ..................................................................................................... xiii
LIST OF APPENDICES .............................................................................................. xiv
ABBREVIATIONS AND ACRONYMS ...................................................................... xv
DEFINITION OF TERMS ........................................................................................... xvi
ABSTRACT .................................................................................................................... xx
CHAPTER ONE
INTRODUCTION ............................................................................................................ 1
1.1 Background of the Study .............................................................................................. 1
1.1.1 Global perspective on EM ......................................................................................... 1
1.1.2 Local perspective on EM .......................................................................................... 2
1.2 Statement of the Problem ............................................................................................. 4
v
1.3 Research Objectives ..................................................................................................... 6
1.3.1 General Objective................................................................................................... 6
1.3.2 Specific Objectives................................................................................................. 6
1.4 Research Hypothesis .................................................................................................... 6
1.5 Significance of the Study ............................................................................................. 7
1.6 Scope ............................................................................................................................ 8
1.7 Limitations of the study ............................................................................................... 8
CHAPTER TWO
LITERATURE REVIEW .............................................................................................. 10
2.1 Introduction ................................................................................................................ 10
2.2Theoretical Framework ............................................................................................... 10
2.2.1Theory on Competitive Advantage ...................................................................... 11
2.2.2 Entrepreneurial Orientation Theory .................................................................... 11
2.2.3 Marketing Orientation Theory ............................................................................ 13
2.2.4 Porter’s Strategic Management Theory .............................................................. 15
2.2.5 Resource Based View (RBV) Theory ................................................................. 17
2.3Conceptual Framework ............................................................................................... 18
vi
2.4 Review of Literature on Variables ......................................................................... 20
2.4.1 Entrepreneurial Orientation (EO) ........................................................................ 20
2.4.3 Strategic Orientation ........................................................................................... 24
2.4.4 Resource Leveraging (RL) .................................................................................. 27
2.4.5 Competitive Advantage ....................................................................................... 27
2.5 Empirical Review ....................................................................................................... 30
2.6 Critique for Existing Literature Relevant to the Study .............................................. 35
2.7 Research Gaps ............................................................................................................ 37
2.8Summary ..................................................................................................................... 38
CHAPTER THREE
RESEARCH METHODOLOGY ................................................................................. 39
3.1Introduction ................................................................................................................. 39
3.2Research Design .......................................................................................................... 39
3.3Target Population ........................................................................................................ 40
3.5 Sample and Sampling Technique ............................................................................... 43
3.6 Data Collection Instruments ....................................................................................... 44
3.7 Data Collection Procedure ......................................................................................... 45
vii
3.8 Pilot Study .................................................................................................................. 47
3.9 Data Analysis and Presentation, and Research model ............................................... 48
3.9.1 Data Analysis and Presentation ........................................................................... 48
3.9.2 Research Model ................................................................................................... 50
CHAPTER FOUR
RESULTS AND DISCUSSIONS .................................................................................. 53
4.1 Introduction ................................................................................................................ 53
4.2 Measurement development ........................................................................................ 53
4.3 Data Collection Process ............................................................................................. 55
4.4 Reliability Analysis .................................................................................................... 56
4.5 Characteristics of the Sample ..................................................................................... 58
4.5.1 Response Rates ................................................................................................... 58
4.5.2Characteristics of the Firm’s Respondents ........................................................... 58
4.5.3 Characteristics of the customer respondents ....................................................... 61
4.5.4 Customer’s Preference for Various MSPs .......................................................... 63
4.6 Analysis of the Research Variables............................................................................ 65
4.6.1 Research Analysis Model Findings ..................................................................... 65
viii
4.6.1.1Multiple Correlation Coefficient of the Research Model ................................. 65
4.6.1.2 Multiple Linear Regression of the Research Model ........................................ 67
CHAPTER FIVE
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS ............................... 95
5.1 Introduction ................................................................................................................ 95
5.2 Summary of the Findings ........................................................................................... 95
5.3 Conclusions ................................................................................................................ 99
5.4 Recommendations .................................................................................................... 102
5.4.1 Areas of further research ................................................................................... 102
5.4.2 Recommendations to the Industry ..................................................................... 103
5.4.3 Recommendations to the policy makers ........................................................... 103
REFERENCES ............................................................................................................. 105
APPENDICES .............................................................................................................. 113

ix