Article Published In Vol.6 (May-June-2018)

Influence of Strategic Market Sensing Capabilities on Performance of Mobile Telecommunication Firms in Kenya

Author : Emily Okwemba

Firms have a common goal of maintaining a superior competitive position for relevancy and sustainability a state that can be effective if market sensing capabilities can be developed. The purpose of this paper is to establish the influence of market sensing capabilities on Performance of Telecommunication Companies in Kenya. The study used a sample size of 210 respondents. Stratified random sampling technique was used to select the sample within each of the five sub-groups to ensure objectivity. The study used survey design in the collection of data which were administered through use self-administered questionnaires to collect data and was analyzed using descriptive statistics. The study found that market sensing capabilities have a positive and a significant effect on performance of mobile telecommunication firms. The study concluded that in order to meet telecommunication firms can improve and do better if they developed market sensing capabilities that is realistic and achievable. The study thus recommended that mobile telecommunication firms should engage enough in market research for familiarization with the market.

Keywords: Market Sensing Capabilities, Mobile Telecommunication firms, market orientation, performance