Title:
AN EVALUATION OF THE STRATEGIC ALLIANCE GROWTH STRATEGY ON ORGANIZAIONAL SUSTAINABILITY OF SELECTED RETAIL OUTLETS IN NAIROBI COUNTY, KENYA

Authors:
Maria Wambui Mungara, Prof. George Gongera, Dr. Phelista W. Njeru

Volume - 2 Issue - 2, Pages - 2485-2496

Abstract:
Businesses adopt growth as a survival strategy. Firms need to understand their internal and external environments so that they can adopt growth strategies that are most beneficial to them. The unique characteristics of each industry calls for exclusivity in choice of strategies. The main purpose of these study was to analyse the effect of the strategic alliance growth strategy on organizational sustainability in the retail outlets in Nairobi County, Kenya. A cross sectional research design was used. Data was analyzed from 49 respondent that represented 88% response rate. The study findings point to the view that strategic alliances were a widely used growth strategy amongst the retail outlets under study. Various elements of strategic alliances seem to have been adopted to enhance the sustainability of these retail chain outlets with the most common being sharing operational co-operations with interested companies. In summary, holding other factors constant a unit increase in strategic alliance growth strategies leads to an increase in organization sustainability of retail outlets in Nairobi County, Kenya by a factor of 0.74., indicating a positive relationship between strategic alliance strategies and organization sustainability.

Cite this Article:

[Mungara, Maria Wambui, George Gongera, Prof., and Phelista W. Njeru, Dr. "AN EVALUATION OF THE STRATEGIC ALLIANCE GROWTH STRATEGY ON ORGANIZAIONAL SUSTAINABILITY OF SELECTED RETAIL OUTLETS IN NAIROBI COUNTY, KENYA." International Journal of Social Science & Economic Research 2.2 (2017): 2485-496.]