PERCEPTIONS OF CO-OPERATIVE INSURANCE GROUP MANAGERS TOWARDS STRATEGIC ALLIANCES AND COMPETITIVE ADVANTAGE

Authors

  • Linda Faith Otieno University of Nairobi
  • Prof. Martin Ogutu University of Nairobi

DOI:

https://doi.org/10.47941/jbsm.147

Keywords:

competitive advantage, strategic alliance

Abstract

Purpose: The Study sought to determine the perceptions of co-operative insurance group managers towards strategic alliances and competitive advantage

Methodology: A survey research design was used in this study. The study populations are all Headquarter office managers of the Co-operative Insurance group of Kenya. The respondents were twenty three heads of departments for the various subsidiaries of CIC insurance group. The collected data was analyzed using quantitative procedures. Quantitative data was analyzed using descriptive statistics and inferential statistics.

Results: Results indicate that strategic alliance has led to Large market share, Huge profitability, Enhanced  and stronger customer loyalty, Strong technological capability, Superior Portfolio of products, Stronger financial capability, Stronger, solid anchor shareholder base, Strong distribution network, Stronger supplier loyalty, Stronger brand name ,Modern technological infrastructure, Stronger capital base and Stronger and  wider interconnected branch Network. Results also indicated that female rated highly that various strategic alliances has led to competitive advantage compared to males. Results also revealed that those respondents who were above 50 years of age rated strategic competitive advantage perceptions highly compared to respondents aged between 18-30 years and 31-50 years. Result findings revealed that those respondents who had long experience in the company rated strategic competitive advantage perceptions highly compared to respondents who had less experience. The findings indicate that the ability to form and manage strategic alliances more effectively than competitors can become an important source of competitive advantage.

Unique contribution to theory, practice and policy: The study recommends that Managers at CIC Group can use the results to craft strategies on which areas to improve and which areas to excel at. It is also suggested that since the managerial perceptions were that formation of strategic alliances have brought about competitive advantages, it may be important to consider investing in the area of strategic alliances with a hope of building and enjoying further competitive advantages.

 

Downloads

Download data is not yet available.

Author Biographies

Linda Faith Otieno, University of Nairobi

post Graduate Student

Prof. Martin Ogutu, University of Nairobi

Lecturer

References

Al-Swidi, A.K and Mahmood R. (2011).Enhancing A Bank's Competitive Advantage through the Integration of TQM Practices, Entrepreneurial Orientation (EO), and Organizational Culture. European Journal of Social Sciences - Volume 20, Number 2 (2011) 299

Anand, B.N. and Khanna, T. (2000) "˜Do firms learn to create value? The case of alliances', Strategic Management Journal 21(3): 295-315.

Brucellaria, M. (1998). Strategic alliances spell success. Management Accounting,

Cojohari, N.(2008).The competitive advantage of strategic allances.http://www.upm.ro/proiecte /EEE/Conferences/papers/S421.pdf

Comi, A.andEppler, M. J. (2009). Building and Managing Strategic Alliancesin Technology-Driven Start-Ups: A Critical Review of Literature. IMCA Working Paper No. 1/2009

Dotson, L., (2000).10 reasons to form a strategic business alliance. Canada. One magazine.

Dyer, J. Kale, P.,singh, H. (2001).How to make strategic alliances work. MIT Sloan Management review.PP.37-43

Elmuti, D. and Kathawala Y. (2001).An overview of strategic alliances.Management Decision.Vol. 39, Iss.3 p. 205-218.

Flint, G.D. and Van Fleet, D.D. (2005). A comparison and contrast of Strategic Management and Classical Economic concepts: Definitions, comparisons, and pursuit of advantages. Journal of Business Inquiry, 2005.Utah Valley State College, USA.

Hitt, Michael. A, R, Ireland., D and Hoskisson, E. Robert. (2009). Strategic management.Competitiveness and Globalization Concepts. Canada: Cengage Learning Centre.

Jaloni, P. (2005). The influence of managers' characteristics and perceptions in strategic alliance. International journal of tourism research.Vol.9.p.2432-255

John, A. PearceII., and Richard, B. Robinson. (2003). Strategic management.Formulation, Implementation and Control. New York: McGraw hill.

Mariah, Gonzalez. (2001).Strategic alliances.The right way to compete in the 21ST century.Ivey Business Journal.

Mondy, R.W., Sharplin, A. and Premeaux, R.S. (1991).Management and Organizational behavior. Boston: Ally and Bacon.

Njuguna,J.I. (2009). Strategic Positioning For Sustainable Competitive Advantage: An Organizational Learning Approach .KCA Journal Of Business Management: Vol. 2, Issue 1 (2009).

Organ, W. Dennis., and Bateman .S.T.(1991).Organizational behavior . Boston: Irwin.

Porter, Michael. (1990). The Competitive Advantage of Nations. New York: Free Press.

Porter, Michael. E. (1980).Competitive strategy.Techniques for analyzing industries and competitors. New York: Free press.

Porter, Michael. E., (1985).Competitive Advantage. Creating and Sustaining Superior Performance. New York: Free press.

Raduan, C. R, Jegak, U., Haslinda, A., Alimin, I. I. (2009). Management, Strategic Management Theories and the Linkage with Organizational Competitive Advantage from the Resource-Based View. European Journal of Social Sciences - Volume 11, Number 3 (2009) 402

Robbins, Stephen. (2005). Organizational behavior. New Jersey: Prentice-Hall.

Scholes, K., Johnson. Whittington. (2008). Exploring Corporate Strategy. London: Prentice Hall.

Segil, L., (2004). Partnering. Metrics matter. Financial Executive.pp.30-35

Thompson, JR., Strickland III. A, J., and Gamble J.E. (2002), Crafting and executing strategy-Quest for competitive advantage. New York: McGraw hill.

Thorne, E.A and Wright, G. (2005).Developing Strategic alliances in management learning.Journal of European industrial training, Vol. 29.Iss; 5PP 383-404.

Tull, D.D., and Hawkins, D.S. (2002).Marketing research.Meaning, Measurement and Method. London: Macmillan.

Warnock, Davies. (2000). Understanding strategy.Strategy and leadership. Vol. 28.Pp.25-3

Downloads

Published

2017-03-31

How to Cite

Otieno, L. F., & Ogutu, P. M. (2017). PERCEPTIONS OF CO-OPERATIVE INSURANCE GROUP MANAGERS TOWARDS STRATEGIC ALLIANCES AND COMPETITIVE ADVANTAGE. Journal of Business and Strategic Management, 2(3), 29–49. https://doi.org/10.47941/jbsm.147

Issue

Section

Articles