Abstract
The telecommunication industry has witnessed great increase in the level of competition since its privatization in Nigeria. A lot of works has centered on strategies to make business perform, especially those operating in competitive environments.. But not much has been done in the area of generic business strategy and organizational competitiveness. This study was aimed at examining if generic business strategy can serve as a driver of organizational competitiveness. The survey research design was adopted. Primary source of data was used with questionnaire designed in five points likert-scale, ranging from strongly agree to strongly disagree. Cost leadership, product differentiation and focus strategy were the indicators measured by this study. Data was analyzed using frequency tables and simple percentage method. Formulated hypotheses were tested using the Karl Pearson Product Moment Correlation techniques. Cost leadership and organizational competitiveness were found to be positively correlated (at 0.718), the study discovered that product differentiation and organizational competitiveness has high positive relationship (at 0.922), the researcher found out that the relationship between focus strategy and organizational competitiveness is (at 0.80.7) probability value. It was recommended that mobile telecommunication services providers should continue to take a lead of cost in an industry to achieve leverage over competitors, since cost leadership influences organizational competitiveness. In addition, product differentiation among other generic business strategies should be adopted because competitive leverage of an organization over other competitors to a great extent depends on it. Lastly, focus strategy can help organizations to achieve competitive leverage over other organization in the same industry.
Highlights
To build a strong, viable and profitable business, it is necessary to develop a strategy
This study proposed that generic business strategy is not a driver of organizational competitiveness thereby throwing the researcher into the world of unknown for empirical discoveries
A highly positive relationship probability value has been statistically established between product differentiation and organizational competitiveness which means that; competitive leverage of an organization over other competitors to a great extent depends on its product differentiation among other generic business strategies
Summary
Viable and profitable business, it is necessary to develop a strategy. Organizations employ different types of strategy to develop competitive advantage and to perform, and generic strategy is one of them. Generic strategy is a broad and superior business level strategy which enables a firm to create value for its buyers and establish a sustainable and profitable market position. The strategies to provide this superior performance are: cost leadership, differentiation or focus strategy. The opinion of [2] was that the extent to which a firm is able to create a defensible position in an industry is a major determinant of the success with which it will outperform its competitors. Competitive strategy consists of all those moves and approaches that a firm has and is taking to attract buyers, withstand competitive pressure and improve its market position. A company has competitive advantage whenever it has an edge over its rivals
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