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Customer Focus, Product Diversification and Competitive Advantage of Pharmaceuticals in Nairobi City, Kenya

Year: 2026

Type: article

Abstract: This paper examines the relationship between customer focus, product diversification and competitive advantage among pharmaceutical manufacturing companies in Nairobi City County, Kenya. It draws on the first two objectives of a wider study of strategic management drivers and competitive advantage. The study was guided by Strategic Management Theory and supported by the Resource-Based View and Profit Maximisation Theory. A cross-sectional survey design was adopted, targeting 105 middle- and senior-level managers across 15 pharmaceutical manufacturing companies.

Source: International Journal of Innovative Science and Research Technology (IJISRT)

DOI: 10.38124/ijisrt/26oct1291

Authors: Christine Namalwa Mbanacho, Tom Kawino

Institution: University of Africa

Language: English

Topic: Innovation and Knowledge Management

Subfield: Strategy and Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W7224993763

FWCI:

Cites: 13

Cited by:

Related to: 10