Strategies For Competitive Advantage Research Articles

A Study on how to Secure Competitiveness through Case Analysis of Media and Contents using Generative AI

Due to the ChatGPT craze, all industries around the world have a hot Generative AI of interest. In particular, since Open AI announced AI Sora, which makes text into video on February 15, 2024, the media and content industries, both at home and abroad, have expressed expectations and a sense of crisis. By learning a large amount of Hyper-scale Data with artificial intelligence technology that actively generates results according to the specific needs of live Generative AI users, it is looking beyond the realm of creation, which can be called the human domain[1][2][3]. Although, unlike image-generating AI, the video live Generative AI service still has the limit of generating only short-length videos because it has to maintain temporal coherence. However, as live Generative AI developers supplement these problems and continue to offer advanced services, they will become the mainstream of live Generative AI in the media and content industries. Therefore, as of 2024, this study intends to present 3I(Inquiry-Inspection-Idea) as a strategy for competitive advantage in the media and content industries to respond to changes in the media and content industries that will be triggered by generative Generative AI along with ways to secure competitiveness through case analysis of generative Generative AI in the media and content industries[2].

Innovations and practices in hospitality management

Intensification of competition and transformation of consumer tastes have determined the constant need for innovations in hospitality management. Companies are constantly looking for new ways to improve the quality of services, reduce costs, and create a segment of regular customers. The optimal combination of technological innovations, customer loyalty management algorithm and online booking platforms in the field of hospitality allow you to build a strategy of competitive advantages and ensure sustainable development. The materials of the presented research are aimed at identifying the impact of technological innovations on the level of customer service and, as a result, an opportunity to influence their loyalty. The concept of integration of the main elements of innovation in management and marketing is proposed, based on the analysis of modern trends and the effectiveness of using online booking platforms in the field of hospitality. The proposed hypothesis is based on several key aspects. The fundamental factors that affect changes in the hospitality sector are due to intensifying competition and the transformation of consumer tastes. In addition, an integral part of successful management in the s hospitality sector is the constant implementation of innovations in management, which allows companies to adapt in accordance with the transformation of the external environment. Effective management of communications with customers has consisted in the optimal combination of technological innovations and algorithms for managing customer loyalty. The proposed hypothesis clearly indicates that the research is aimed at the practical application of the results to improve management and ensure sustainable development in the hospitality sector.

Implications of Competitive Advantage Strategies in the Buying and Selling Used Iron

This study aims to analyze and identify the competitive structure that forms the key success factors (KSFs) in the scrap metal trading industry, with open innovation as a mediating factor and its effect on competitive advantage. The research employs an explanatory method to explore the causal relationships between variables. Data were collected through questionnaires, direct interviews with business owners, managers, employees, and consumers in the scrap metal trading sector, as well as secondary sources such as articles, journals, online databases, libraries, and government agencies like the Ministry of Trade (Deperindag) and the Central Bureau of Statistics (BPS). The data collection techniques include literature review, interviews, and observations. Analytical methods employed in this study include descriptive analysis through company profiling, Porter's Five Forces model for industry competition analysis, and an assessment of open innovation as a mediating factor for competitive advantage. The findings reveal that key success factors contributing to competitive advantage in the scrap metal trading industry are economies of scale, marketing capabilities, access to capital, raw material supply, and technology utilization. The application of Porter's Five Forces, when mediated by open innovation, strengthens the relationship between open innovation and organizational strategy, ultimately leading to sustainable competitive advantage. Competitive advantage is enhanced by increased open innovation, which fosters organizational collaboration, adaptability, and the development of novel strategies. Through the implementation of open innovation, scrap metal trading companies can leverage diverse ideas and resources, enhancing competitiveness in dynamic market environments. Conclusion: The threat of new entrants in the scrap metal trading industry is low, while the bargaining power of suppliers and buyers is strong. The threat from substitute products is weak, and the rivalry among existing competitors is intense. Open innovation contributes to competitive advantage by promoting collaboration, encouraging adaptability, and supporting strategic innovation.

The Moderated Mediation of Product Innovation and New Product Development in Relationship Between Organizational Learning and Marketing Capability, in Community Enterprise Management of Khid Clothing: Upper Northeastern of Thailand

Objective: The purpose of this research was to analyze the impact of the organizational learning (OL) on marketing capability (MC), the mediating of product innovation on the relationship between OL and MC, and the moderated mediation of product innovation and new product development in the relationship between OL and MC in community enterprise of Khid clothing in Thailand. Theoretical Framework: The theoretical framework for this research provides a comprehensive understanding of the interplay between organizational learning, product innovation, new product development and marketing capability within the context of community enterprises. Method: This report is a part of a larger exploratory study. Information was gathered from 389 people involved in silk-weaving cooperatives in the provinces of UdonThani and Nong Bua Lamphu through the use of questionnaires. Results and Discussion: The data demonstrates a link between strategic organizational learning and competitive advantage. Product innovation and the knowledge gained by an organization about how the market works go hand in hand. Lastly, the impact of product innovation on the link between organizational learning and market capability was tempered by the introduction of a new product. Research Implications: For Khid Clothing, integrating these theoretical perspectives can provide a comprehensive strategy for sustained growth and competitive advantage. The interplay between organizational learning, product innovation, new product development, and marketing capabilities creates a robust framework for the company to thrive in the competitive fashion industry. Originality/Value: The theoretical contributions of organizational learning, product innovation, new product development, and marketing capabilities provide Khid Clothing with a comprehensive approach to enhance its competitive edge, adapt to market changes, and achieve long-term success. By leveraging these theories, Khid Clothing can strategically position itself in the fashion industry, meet evolving customer demands, and drive sustainable growth.

Analysis of Sustainable Competitive Advantage Strategies in Embroidery Industry Centers in Tasikmalaya

The embroidery industry in Tasikmalaya is one of the creative economic sectors with significant potential for growth. However, facing increasingly intense competition requires effective strategies to maintain and enhance competitive advantage. This research aims to identify competitive advantages and the VRIO Framework in the embroidery industry in Tasikmalaya, as well as to develop strategies for sustainable competitive advantage within the embroidery industry centers in Tasikmalaya. The VRIO Framework is used to evaluate a company's resources and capabilities based on four criteria: Value, Rarity, Imitability, and Organization. The object of this research is the embroidery industry centers in Tasikmalaya. The research method used is quantitative with a descriptive approach, where data is collected through observation, questionnaires, and interviews structured. The types of data used are primary and secondary data. The tool used to formulate competitive advantage strategies is the VRIO framework. The results of this study indicate that the embroidery industry in Tasikmalaya has advantages in product uniqueness, competitive pricing, and difficulty to replace, and is positioned with a temporary competitive advantage and economic performance above normal.

Metaverse Integration in Business: Strategies for Competitive Advantage

The integration of the metaverse into business operations presents significant opportunities for enhancing competitiveness and innovation. This comprehensive literature review explores recent research trends and findings regarding metaverse integration in various industries. By synthesizing insights from academic studies, industry reports, and case analyses, the study highlights the growing interest in leveraging immersive technologies such as virtual reality (VR) and augmented reality (AR) to redefine business strategies and gain competitive advantages. Key themes include customer engagement, product innovation, collaboration, and monetization strategies within the metaverse economy. Despite promising opportunities, challenges such as accessibility, data privacy, and interoperability standards require careful consideration. Future research should focus on understanding long-term impacts, developing effective monetization strategies, and fostering interdisciplinary collaborations for responsible and sustainable metaverse integration.

Sustainable competitive advantage under digital transformation: an eco-strategy perspective

Purpose This study aims to investigate how a firm’s sustainable competitive advantage is influenced by the combination of entrepreneurial ecological orientation, digital transformation and dynamic capabilities. Design/methodology/approach Based on the qualitative comparative analysis method, this study systematically explores the significant key conditions and configuration effects that affect the growth of sustainable competitive advantage. This study uncovers the causal relationship and complex mechanisms underlying the sustainable and unsustainable competitive advantages for new ventures, by examining the grouping effects of the above three factors – entrepreneurial ecological orientation, digital transformation and dynamic capabilities on those advantages. Findings A single factor fails to constitute a necessary condition for sustainable competitive advantage. Three types of configurations are beneficial to sustainable competitive advantage, namely, flexible and responsive type, dynamically adjusted type and type of opportunity resource integration, whereas four types of configurations lead to the unsustainable competitive advantage of new ventures, namely, type of organizational rigidity, informal entrepreneurial type, information-blocking type and technology-deficient type. Originality/value According to this study, adopting an entrepreneurial ecological orientation is a novel strategic move. This study offers an extensive review of three aspects of entrepreneurial ecological orientation, dynamic capacities and digital transformation and their mutually synergistic cascading effects on the sustainable competitive advantage of new ventures. This study investigates how three dimensions interact to achieve sustainable competitive advantage for firms, ultimately contributing to the study of sustainable competitive advantage strategies from an entrepreneurial ecosystem perspective.

PENGARUH STRATEGI KEUNGGULAN BERSAING DAN SISTEM PRODUKSI TERHADAP NILAI TAMBAH USAHA AGROINDUSTRI GULA AREN

ABSTRACT This study aims to analyze and prove the factors that influence the added value of the palm sugar industry business. The technique for determining the respondents was carried out by means of a census of 75 units. The analysis technique used is correlation and SEM (Structural Equation Modeling). The results obtained from the Performance of the Strategy of Competitive Advantage in the Palm Sugar Industry Craftsmen in Cisolok District, Sukabumi Regency obtained an achievement level of 78.48% with good criteria. Performance of the Palm Sugar Industry Business Production System craftsmen in Cisolok District, Sukabumi Regency obtained an achievement level of 74.79% good criterion. Demonstration of Value Added Palm Sugar Industry Craftsmen in Cisolok District, Sukabumi Regency obtained an achievement level of 73.25% good criterion. There is a positive correlation between the Competitive Advantage Strategy and the Sugar Production System on the Success of the Palm Sugar Industry Business as indicated by the correlation coefficient r12 = 0.752, which means that the Production System is getting better. the better the Competitive Advantage Strategy. The Competitive Advantage Strategy and Production System have a positive effect on Business Added Value of the Palm Sugar Industry with their respective contributions: 44.15% and 36.73%. Keywords: Advantage, Production, Value Added

Examining The Role of Technological Advancements and Innovations in Enhancing the Sustainability Practices and Competitiveness of Certified B-Corps in India

The aim of this research is to analyze the influence of technological advancements on the competitive advantage and sustainability strategies of Certified B-Corporations operating in India. Through the use of both quantitative surveys and qualitative interviews, information was gathered from a diverse sample of Certified B-Corps spanning multiple industries using a mixed-methods strategy. The objective of this study is to assess the influence of technological advancements on sustainability practices, with a particular focus on the reduction of resource consumption and the mitigation of emissions. Furthermore, the research aims to examine the potential relationship between advancements in technology and the level of competitiveness. The results indicate a noteworthy and positive correlation between the implementation of sustainable practices and the adoption of technological advancements within Certified B-Corporations in India. This correlation is most pronounced in the domains of recycling and the utilization of renewable energy. Furthermore, it was discovered that technological progress has a beneficial effect on competitiveness, as evidenced by the analysis of market positioning and brand value. The research highlights the significant impact that technology has on promoting sustainable practices and sustaining market competitiveness. The significance of incorporating technological advancements into sustainability endeavors to bolster the competitive advantage and environmental and social responsibility of Certified B-Corps is underscored by these findings. Additional investigation may explore the efficacy of particular technological interventions in fostering sustainable business practices, thereby contributing to the collective comprehension of sustainability within the Indian business environment.

Analisis Strategi Keunggulan Bersaing Usaha Penjahit Rumahan dengan Pendekatan Analisis SWOT

This research aimed to analyze the competitive advantage strategy applied by Mrs. Mersi as a sewing business actor and the strategies carried out based on the SWOT analysis approach in Mrs. Mersi’s home tailoring business in Habi Village. This research data was obtained from interviews, observations, distributing questionnaires, and documentation. The findings of this research indicated that the Competitive Advantage Strategy applied by Mrs. Mersi consisted of low sewing rates, diverse products produced, and the ability to meet customer needs following the budget. Meanwhile, based on the SWOT analysis, the value (X,Y) = (0,3, -0,4). So Mrs. Mersi’s sewing business was included in quadrant II (Positive, Negative) which included a Diversification Strategy. Thus the strategy that needs to be pursued by Mrs. Mersi is to expand the sewing room or make a special room for sewing, improve more modern / sophisticated equipment, and do promotions.

Strategic Agility and Performance of Pay Television Industry in Kenya.

The Pay TV market in Kenya operates in a highly competitive business environment, which in turn calls for aggressiveness and more efficient ways of keeping the business afloat. Advancement in technology also comes with several options for Pay TV customers such as online streaming which poses more threat to the market. This research seeks to assess the influence of strategic agility on the performance of the Kenyan Pay TV industry using Multichoice Kenya Limited as the case study. The objectives of this study were to establish the influence of leadership agility, determine the influence cultural agility, assess the influence of business agility, and to determine the influence of career agility on organizational performance in the Kenyan Pay TV industry. The study is of great significance to the government of Kenya since the improved performance of the Pay TV companies can generate more revenue for the government in form of taxes and license fees. New and existing Pay TV companies may also benefit from this study by employing agile strategies for competitive advantage as well as getting more information on how to handle uncertain situations in the business environment. Additionally, academicians who may want to research more on strategic agility may benefit by accessing more information from this study. The concept of strategic agility has not been sufficiently researched especially on the variables such as leadership agility, cultural agility, business agility, career agility and how they influence organizational performance. This research was anchored on four theories namely; The Great Man Theory, Theory of Change, Theory of Constraints, and the Broaden and Build Theory. The reviewed literature on these theories indicates that there is a positive influence of strategic agility on organizational performance. This is a cross-sectional study which involves 60 employees with managerial roles. Descriptive design was used in this study adopting qualitative and quantitative methods. Data collection was done through closed and open-ended questionnaires, keeping a register of questionnaire distribution and feedback collection. A pilot study was carried out to determine the accuracy, clarity and relevance of the study questionnaire. Data analysis was carried using SPSS (V29) and multiple regression analysis. The study found that leadership agility, cultural agility business agility and career agility all have a significant effect on the performance of Pay TV firms in Kenya. The top leadership of firms in Pay TV industry should establish cross-cultural collaboration initiatives to encourage knowledge-sharing and teamwork among employees from different cultural backgrounds, foster a culture that encourages and rewards agile leadership behaviors, such as risk-taking and experimentation and encourage leaders to seek mentorship and coaching to enhance their agility capabilities, should invest in technology and infrastructure that support flexibility and adaptability in responding to market changes and also develop cross-functional teams that can quickly adapt to changing business requirements and address emerging challenges, implement career development plans and pathways that align with the organization's strategic objectives and employees' career aspiration and encourage a growth mindset among employees.

KEUNGGULAN KOMPETITIF SETELAH PANDEMI: STRATEGI REFORMULASI

This research focuses on MSMEs in Indonesia facing the challenges of the COVID-19 pandemic, with the aim of reformulating post-pandemic competitive advantage strategies. The Systematic Literature Review method was used to collect and evaluate relevant literature. The results showed several key findings: MSMEs must utilize resources to explore new opportunities and manage enterprise growth. About 70% of participants emphasized the importance of online sales and distribution channels to meet changing customer demands. Active and transparent negotiations with stakeholders, including employers, investors and labor, were considered crucial. Proactive and creative leadership is also required to implement effective strategies. In addition, pentahelix cooperation between government, business, academia, society and the media is considered important. The research concluded that MSMEs need to adapt to the changes in habits, behaviors, and technology that occurred during the pandemic to reformulate their vision, mission, goals, and business plans. Controlled and well-monitored strategy implementation is key to achieving competitive advantage in the post-pandemic era.

Digital strategy for firm performance- mediating role of digital platform capabilities and digital culture in manufacturing SMEs

ABSTRACT Manufacturing businesses worldwide increasingly strive to devise and implement strategies to succeed in digital transformation and improve their performance by developing digital capabilities and competencies. We argue that this process should incorporate a culture and dynamic capabilities that support this transformation. In this vein, we propose and test a model explaining the impact of digital strategy on firm performance and the mediation mechanisms of digital platform capabilities and digital culture in this relationship. Our analysis of time-lagged data, gathered from middle and top managers of small and medium-sized manufacturing enterprises (SMEs), affirms our initial hypotheses: digital strategy positively influences firm performance, and digital platform capabilities and organisational culture mediate this relationship. Our study carries significant implications for manufacturing SMEs, particularly those in developing countries, as it underscores the pivotal role of digital platform capabilities and cultural factors in leveraging digital strategies for competitive advantage.

Breaking the budget chains: Empowering Iraqi small- and medium-sized enterprises through Beyond Budgeting

Background: Traditional budgeting has faced criticism, leading researchers to explore alternative management control methods such as Beyond Budgeting. Despite its potential benefits, Beyond Budgeting adoption remains limited.Aim: This research investigates Beyond Budgeting’s effect on Iraqi small- and medium-sized enterprise (SME) performance, focusing on competitive advantage.Setting: The study targets Iraqi SMEs, considering their diverse business landscape. A random sample of 353 accountants was chosen from a research community of 22 974 individuals. SPSS and AMOS 26 software and a custom questionnaire were used.Method: The authors conducted multiple linear regression analysis and Structural Equation Modeling to address our study’s objectives. Additionally, we utilised maximum likelihood procedures to assess factor loadings, construct validity and reliability.Results: Beyond Budgeting implementation significantly affected both financial and nonfinancial performance. It demonstrated positive effects on cost leadership and competitive advantage differentiation. However, an indirect negative impact on nonfinancial performance was observed through the influence on cost leadership, suggesting a trade-off between cost reduction and other nonfinancial factors.Conclusion: The study acknowledges limitations in sample size and the need for considering additional factors. Further research is required to understand Beyond Budgeting’s limited adoption in Iraq. The study contributes valuable insights on Beyond Budgeting as a substitute for traditional approaches, benefiting managers and policymakers.Contribution: This study emphasises Beyond Budgeting’s significant impact on Iraqi SME performance, highlighting the relationship between Beyond Budgeting, competitive advantage strategies, financial and nonfinancial performance. The findings provide insights for enhancing budgeting practices in Iraqi SMEs.

Analysis of External Factors Based on Porter's Five Forces Method at PT Gipan Metal Teknik Indonesia

The industrial company providing and fabricating abrasion-resistant steel PT Gipan Metal Teknik Indonesia (PT GMTI) will face competition in the business, so the company must increase efficiency and optimize its potential. This study aims to determine the competitive advantage strategy of PT GMTI based on Porter's Five Forces method. Analysis of external factors as a planning strategy to find out opportunities and threats in running business processes so that they can affect the sustainability of the company. Michael A. Porter describes the five forces module as an analytical tool in industrial competition. The results of this analysis are in the form of external factors of the company in facing the Competitive Force used by the company in facing business competition. External factors faced by PT GMTI in running its business based on Porter's Five Forces method are a) Threat of New Entrans namely the need for company capital and government regulations, b) Rivalry Among Existing Competitors namely the quality of products offered and marketed, c) Bargaining Power of Buyers namely the number of similar competitors, d) Bargaining Power of Suppliers namely the price of raw materials from suppliers, e) Threat of Subtitute Products, namely the quality of substitute products. The results of this study show that the strategy that can be developed by PT GMTI is to increase business capital and training employees so that the company can develop and maintain the quality of services and products for business continuity. The determination of variables used in Porter's Five Forces analysis is based on the experience of one of our members who works as a supplier of abrasion-resistant materials and also works in one of the heavy equipment companies in Indonesia.

Burgeoning of co-living and co-working space for the Indian millennial – a quiver or a hunt for novel strategies!

PurposeThe purposes of this paper are to examine the factors persuasive in building competitive advantage strategies for the co-living and co-working service operators and study the sustainability of the business model for co-living and co-working space.Design/methodology/approachIn this research, a structured literature review of journals, articles, reports, conference proceedings, websites published in recent times and e-newspapers has been conducted. The first step of the research included identifying the relevant literature. For this step, multiple keywords were used in searching for literature on Google.com, Google Scholar, Proquest, Taylor & Francis, Emerald, Elsevier. Upon literature identification, the procured reports were divided into the following three parts: co-living reports, co-working report and others. More than 250 content reports were analyzed, and finally, 105 relevant literature reports from various sources were recorded for further analysis. Focus group discussion and semi-structured interviews were also conducted.FindingsThis study concluded after analyzing the literature, focus group discussion and semi-structured interviews that co-working and co-living space would be sustainable business if proper competitive strategies were leveraged, in accordance with the increase in demand over time. This study also serves as a wakeup call for the operators in the co-living and co-working sphere to work on their competitive advantages and differentiate themselves to tap business opportunities. The sustainability of the model by identifying the factors was also emphasized in this study. Further studies of co-living and co-working models should be conducted in the Indian context to analyze the multifarious potential that this new trend of shared accommodation can open up.Research limitations/implicationsThis study is based on content analysis, focus group discussion and semi-structured interview analysis. More content and literature were found to be evidenced mostly in Western literature. This is a limitation to the study. This study also had a limitation in including bigger sample of focus groups discussion and interviews; however, the analysis effectively set out a landscape of co-living and co-working space in India.Originality/valueIt is an original research work based on an existing concept and services. As co-living and co-working service operators are cropping up in major cities, enticing the target potential with a platter of services primarily linked with many of the beneficial factors, the researchers in this work attempt to examine the factors persuasive in building the competitive advantage strategies for the co-living and co-working space and the sustainability of these two business models. A ripe market with multifarious possibilities waiting to be tapped with the right plan of action is the need of the hour.

Structural normative of consumer textile technologies entrepreneurship and the sustainability in Southwest Rural Areas of Nigeria

The study examined the sustainability of consumer textile technology entrepreneurship amidst its structural normative in southwest rural area of Nigeria. It explicitly analyzed entrepreneurial cultural traits and economics agility needs related variables of the entrepreneurship influences on sustainability. The study was conducted in the rural southwestern region of Nigeria. Four states (Lagos, Ondo, Oyo, and Ogun) were randomly selected from the region. Multi-stage and stratified sampling techniques were used in selecting 1,649 consumer textile entrepreneurs across the states. Questionnaire, key informants and focus group discussion (FGD) guides were employed in data collection. While descriptive statistics were used in describing the data, correlation analysis was applied in establishing direction of influence between sustainability and structural normative of consumer textile technologies entrepreneurship Sustainability level of the entrepreneurship in southwest rural area of Nigeria was average. Respondents were independent entrepreneurs of favorable attitude towards the enterprise. While 52.7 percent were averagely proactive, 58.8 percent were averagely risk-averse with exhibition of low creativities skill on the entrepreneurship. The entrepreneurs possessed average knowledge of competitive advantage and networking strategies needs on the job but skills practices was poor. While 33.0 percent exhibits fairly good managerial skill on the job, 20.8 percent displayed high, and 46.2 percent was low. CTT entrepreneurial traits needs related variables {proactive aptitude (r = 0.620), autonomy value (r = 0.591), fatalism (r = -0.317), marketing system (r=0.574), disposition (r= 0.409), risk averse (r= -0.344), and economic agility needs {(competitive strategic skill (r = 0.318), networking (r = 0.501), labor accessibility (r = 0.321)} showed significant relationship with sustainability. It was established that respondent’s proficient in CTTE entrepreneurial traits related variables and economic agility were paramount in the sustainability, nevertheless there is need to establish related schools or vocational training centers for skill acquisitions and updating on the entrepreneurship in the studied area. Change agents and other related organizations that were involve in technology transfer and rural development should create awareness program on potential values and benefits of the entrepreneurship mostly in turning wastes to wealth. This would enhance enlightenment for building better positive attitudes toward CTTE. The environment must be made livable through job creation and accessible infrastructure to prevent migration and attracts youth’s influxes into the community. This would also enhance labour availability and patronage. Standard cluster market should be established in the vicinity to enhance expertise and inputs supply.

Competitive Advantage Strategy To Increase Sales of PT ABC'S Layer Feed

Competitive Advantage Strategy To Increase Sales of PT ABC'S Layer Feed

Absorptive Capacity and Disruptive Innovation: The Mediating Role of Organizational Agility

Disruptive innovation involves a process where a new entrant enters the lower end of the market and gradually penetrates the mainstream market, eventually displacing the incumbent. Disruptive innovation has been widely used as a strategy for competitive advantage. The gathering and sharing of new information significantly contribute to the success of disruptive innovation. Anchoring on dynamic capability theory, the current research work studies the role of absorptive capacity in the adoption of disruptive innovation. The study also investigates the role of organizational agility in this relationship. Using structural equation modeling analysis based on the response of 192 Indian innovation and development professionals, the study found that both potential and realized absorptive capacity significantly influence the adoption of disruptive innovation. Organizational agility mediates this relationship between absorptive capacity and disruptive innovation. Organizations can use the current study to better understand how new information can be assimilated and used to adopt disruptive innovation and design innovation strategies accordingly.

Focus Strategy and Mortgage Performance of Banking Institutions within the Mortgage Industry in Kenya

About 83% of lending to the Kenyan mortgage market was carried out by only 8 out of the 39 registered banks as at December 2022. This study sought to establish the influence on focus strategy on Mortgage Performance of banking institutions in Kenya. The study was based on the theories of Porter’s Generic Strategies and Resource-Based View (RBV) of competitive advantage. To achieve the research objective, a sample of 30 commercial banks was studied out of the entire accessible population of 39 banks in the cities of Nairobi, Mombasa, Nakuru, and Kisumu. Questionnaires, with 5-point Likert-scale responses, were administered to the respondents. There were five respondents drawn from the mortgage experts in each bank making a total of 150 respondents with a response rate of 78.7%, that is, 118 achieved. The data gathered was presented using descriptive statistics with mean, for measuring central tendency while standard deviation measured dispersion of the responses, as well as frequencies. Regression results showed that focus strategy explained 28.2% of variation in mortgage performance and had statistically significant and strong positive influence on mortgage performance. Bank size, however, did not have a statistically significant moderating effect on the relationship between focus strategy and mortgage performance, as justified by the interaction term’s p-value of 0.367 that was greater than 0.05. Consequently, the study failed to reject the second null hypotheses. Banks, in the small and medium peer groups, should adopt more focus strategies as opposed to mass-market strategies that are more suited for larger banks.