AN EXPLORATION OF INNOVATION STRATEGIES ADOPTED BY TELECOMMUNICATION SERVICE PROVIDERS FOR COMPETITIVE ADVANTAGE IN KENYA: A STUDY OF AIRTEL KENYA

Innovation strategy provides a clear direction and focuses the effort of the entire organization on a common innovation goal. This study seeks to investigate the innovation strategies adopted by telecommunication service providers for competitive advantage in Kenya with special focus on Airtel Kenya. This research problem is studied through the use of descriptive research design. The target population for this study is the 68 employees of Airtel Kenya at the head office in Nairobi and 100 customer of Airtel Kenya. Stratified random sampling and purposive random sampling techniques were used to select the sample size of 158 respondents since the population of interest is not homogeneous and could be divided into three strata namely; top, middle and low level management. Primary and secondary data is gathered. Primary data was collected by administering survey questionnaires and interview schedules whiles secondary data is gathered from inside the company, libraries, annual reports, published data etc. Qualitative data was analyzed by the use of descriptive statistics using SPSS (version 20). Chi Square was used to test the hypothesis. Content analysis was used to test data that is qualitative in nature, whiles ANOVA was used to test the level of significance of the variables. In addition, the study conducted a multiple regression analysis to generate quantitative reports through tabulations, percentages, and measures of central tendency. The study established that technological innovation strategies, product innovation strategies, marketing innovation strategies, and process innovation strategies had significant influence effect competitive advantage of Airtel Kenya Limited. The study concludes that technological innovation strategies, product innovation strategies, marketing innovation strategies, and process innovation strategies all had a positive influence on competitive advantage of Airtel Kenya Limited. The study recomends that; It is very crucial for the telecommunication firms to keep innovating by investing heavily in the research and development in order to overcome the challenge of an improved innovative and efficient product for the consumers. Therefore, firms should continually invest in new technology or new product, market innovation and process innovation strategies so as to ensure insure profitability for themselves