| dc.description.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. | en_US |
