STRATEGIC INNOVATION AND MARKETABILITY OF HOUSING UNITS BY REAL ESTATE FIRMS IN NAIROBI COUNTY; A CASE OF SORTMASTERS LIMITED

The main objective of the study was to determine strategic innovations and marketability real estate housing units in Nairobi County. research design that adopted descriptive design. Target population for 85. researcher obtained data through online delivery via various media platforms such as WhatsApp, email Facebook. Data analyzed SPSS software version 23. Results presentation addressed appropriate measures disclosed innovation estates future. findings revealed influences by firms having a P-values all three hypothesis evidence on rejection null or acceptance alternative hypothesis. There is positive effect product diversification performance which constitute existing new markets, technological advancement information flow. Secondly, there significant influence market strategy backed need creation value, improved customer intensity competitors’ orientation. Finally, units. Percentages, means standard deviation used analysis indicators each variable study. Multiple regression done test hypotheses. hypotheses testing at 0.95 level showed marketing ( B-0.646, p<0.001), other hand has (B=0.528,P<0.001) finally, (B=0.618,P<0.001). Based findings, recommended Sortmasters should effectively incorporate strategy, diversification, if they are achieve sustainability long term. Notably, government certain policies aimed boosting operations firms. Key Words : Product Diversification, Marketing Innovation, Marketability, Housing Units CITATION: Susan, N. M., Titus, & Obunga, F. (2022). Strategic County; A case Limited. Journal Business Change Management, 9 (2), 136-150.