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Article Published In Vol.7 (March-April-2019)

Effect of Differentiation Strategies on the Performance of Mobile Phone Service Providers in Kenya

Pages : 122-127, DOI: https://doi.org/10.14741/ijmcr/v.7.2.5

Author : Dr. Shitseswa E. Ayub, Dr. Evans Kwendo and Chiseno Sharon Liyayi

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Mobile phone service providers play a vital role in the dissemination of information that facilitates to better economic performance. Despite this contribution, mobile phone service providers face the problem of loss of the customers, loss of market share and a decline in profit margins. This study sought to determine the effect of focus strategy on the performance of mobile service providers in Kenya.

Keywords: Focus strategy, competitive advantage, differentiation

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