PORTER’S GENERIC COMPETITIVE STRATEGIES AND FIRM PERFORMANCE OF MOBILE TELEPHONE NETWORK SERVICE PROVIDERS IN KENYA

Largely, companies utilizing predominant cutthroat techniques, and which participate in fitting partnerships, acquire an upper hand over their rivals. In spite of the fact that cell phone network providers Kenya pursue different competitive profitability, branch network, market share subscribers, portray a fluctuating drift. The main objective this study was to investigate influence porter’s generic strategies firm performance mobile telephone service Kenya. specific differentiation strategy on is underpinned by two theories, namely; Resource Based View Theory (RBV) Syncretic Paradigm theory. used positivism research philosophy descriptive design methodology. target population all 66 Primary data gathered through use structured questionnaires. Descriptive statistics, correlation regression modeling aid analysis. analysis portrayed 39.3% (24) out 61 adopted strategy. On other hand, inferential statistics revealed Differentiation had statistically significant with β=83.2 % (P=.000). overall, positive significant. Firms should consider extent individual components Porters’ have performance. Therefore, management those firms optimize business sustainability level so as edge market. Key words: Strategy, Porter’s Generic Competitive Strategies CITATION: Musyoka, M. N., Arasa, R., & Ombuki, C. (2022). Strategic Journal Business Change Management, 9 (4), 596 – 608