EFFECT OF STRATEGIC AGILITY ON PERFORMANCE OF SELECTED MEDIA FIRMS IN NAIROBI, KENYA

Abstract

Globally, the idea of strategic agility has its origins in the widespread belief that, when it comes to production, adaptability is more crucial than mass production capabilities. The delicate nature of the news that must be reported in accordance with the rules laid out presents a problem for media companies. Media firms face economic constraints in Kenya. Nairobi as epicenter for media firms receive competitive nature of the industry that require agility. The general objective of the study was to establish the effect of strategic agility on performance of selected Media firms in Nairobi Kenya. Specific Objectives was to establish the effect of resource fluidity on performance of selected Media firms in Nairobi Kenya, to establish the effect of IT adoption on performance of selected Media firms in Nairobi Kenya, to determine the effect of strategic sensitivity on selected Media firms in Nairobi Kenya and to examine the effect of strategic change on performance of selected Media firms in Nairobi Kenya. The study was guided by three theories thus dynamic capability theory, resource-based view theory and contingency theory. The study adopted both descriptive research design and correlational research design. Primary data was collected using closed ended questionnaire on six media firms in Nairobi thus Nation Media Group, Standard Group, Royal Media Services, Mediamax Network Limited, Radio Africa Group and Capital Group Limited. This examined television, radio, print and digital sectors for existing media firms. Validity done by KMO test, reliability cronbach alpha as Piloting done in Bungoma County media stations. The departmental heads for editorial, technical, sales and marketing, administrative and public relations forms the target and sample. This targeted 176 departmental heads and sample out 122 departmental heads. Simple random sampling and stratified sampling techniques was adopted. Data was analyzed using descriptive and inferential statistics. Descriptive availed frequency, percentages, mean and standard deviation, inferential through regression analysis thus simple linear and multiple linear regressions. Data was presented using tables and figures. Resource fluidity had a positive significant relationship on performance of media firms. Information technology adoption and performance in media firms, strategic sensitivity and performance in media, strategic change and performance in media firms P 0.00<0.05. The combined R square thus for all strategic agility explained 51.1% of the significant variation in performance of media firms. This suggests that all strategic agility variables had a significant effect on performance of media firms hence rejection of null hypothesis. The study recommended that the management should enhance their support by availing necessary resources that would lead to performance of media firms. The study recommended that management of media firms should develop and implement a formal information technology hub that would ensure digital media is fully attained. The study also recommended that the management need to conduct a benchmark sensitivity approach to ensure they understand what others are doing. The study recommended that the management should encourage management change. Change would be ideal for growth of the firms.