Influence of Generic Strategies on Student Attraction by Church Based Schools in Kenya (A Case Study of CITAM Schools)
DOI:
https://doi.org/10.47941/jbsm.1490Abstract
Purpose: This study focused on assessing the influence of generic strategies on student attraction by church-based schools in Kenya with a case study of Christ Is the Answer Ministry schools. It is guided by the subsequent definite objectives; to determine the influence of Cost leadership strategy, focus strategy and Differentiation strategy on student attraction by church-based schools in Kenya.
Methodology: The study has used descriptive cross-sectional design. The management personnel and teachers were the target population for the exercise which were limited to ten schools owned by CITAM. Primary data was collected using semi-structured questionnaires containing both open ended and close ended questions. The questionnaires were to be administered through a drop and pick method. Qualitative analysis was done on the information collected from the results of the questionnaires. Quantitative analysis includes descriptive statistical technique. Descriptive statistics compliments the use of frequencies, mean and percentages that was summarized and presented using tables, graphs and charts. The data was analysed with the aid of a linear regression model from an SPSS analysis tool.
Findings: The study established that differentiation strategy and focus strategy had a positive and influence on student attraction by church based schools in Kenya as shown by beta values of 0.983 and 0.364 and significant values of 0.000 and 0.000 respectively. This bears the implications that increasing aspects either differentiation strategy or focus strategy with one unit results to increase in the levels of on student attraction with respective beta units. Cost leadership strategy on the other hand had a negative influence on student attraction by church based schools in Kenya as shown by a beta value of -0.002. On differentiation strategy, the study recommends prioritizing technological leadership is crucial in creating a modern and innovative learning environment that resonates with the preferences of contemporary students, enhancing customer care should be a central focus for church-based schools to create a supportive and nurturing educational community and expanding market share is essential in reaching a broader audience and establishing the school's unique value proposition within the educational landscape.
Unique contribution to theory, practice and policy: On focus strategy, the study recommends, prioritizing targeted market segmentation is essential in catering to the unique needs and preferences of specific student groups, the focus on academic performance should remain a central priority in enhancing student attraction to church-based schools and strategic media advertisements play a crucial role in raising awareness and visibility of the unique educational offerings and values-based learning environment offered by church-based schools.
Downloads
References
Allard, S. W., & Small, M. L. (2013). Reconsidering the urban disadvantaged: The role of systems, institutions, and organizations. The Annals of the American Academy of Political and Social Science, 647(1), 6-20.
Alyani, N., Osman, M. M., & Bachok, S. (2014). Factors influencing Parents' Decisions in Choosing Private Schools. Social and Behavioral Sciences.
Baum, J. & Oliver, C. (2012). Institutional Linkages and Organizational Mortality: Institutional Theory in Organization Studies. Thousand Oaks, CA: SAGE Publications Ltd.
Berg, W. & Gall, M. D. (2015). Educational research: An introduction. (5th Ed.). New York, NY: McGraw Hill.
Čater, B., & Čater, T. (2009). Relationship‐value‐based antecedents of customer satisfaction and loyalty in manufacturing. Journal of Business & Industrial Marketing.
Crawford, J. M., Shotorbani, K., Sharma, G., Crossey, M., Kothari, T., Lorey, T. S., & Fisher, N. (2017). Improving American Healthcare Through “Clinical Lab 2.0” A Project Santa Fe Report. Academic pathology, 4, 2374289517701067.
Eranza, D. R. D., Hiung, A. L. C., Mapjabil, J., Tanalol, S. H., & Bahron, A. (2023). An Industry Analysis and Preferred Generic Strategies in Sabah Tourism Industry: Perception of HR-Knowledge Focus Group. In International Conference on Business and Technology (pp. 973-983). Springer, Cham.
Liang, X., Luo, Y., Shao, X., & Shi, X. (2022). Managing complementors in innovation ecosystems: a typology for generic strategies. Industrial Management & Data Systems, (ahead-of-print).
Manduku, J. G. (2022). Result of low student enrolment on the sustainability of Seventh - day Adventist secondary schools in Western Kenya. Journal of education management and leadership, 1(1), 38-46.
Marfo, E. K., Appiah, J., & Danquah, E. (2017). The challenges of the Adventist High School
Mugenda, O. & Mugenda, M. O. (2003). Research Methods: Quantitative and Qualitative Approaches. Nairobi, KE: ACTS Press.
Kennedy, Robert. "Religious Private Schools." ThoughtCo, Apr. 5, 2023, thoughtco.com/nonsectarian-and-religious-private-schools-2774351.
Kotha, S. & Vadlamani, B. (2013). Assessing Generic Strategies: An Empirical Investigation of Two Typologies in Discrete Manufacturing Industries. Strategic Management Journal, 16(1), 75-83.
Panadero, E., Fernández-Ruiz, J., & Sánchez-Iglesias, I. (2020). Secondary education students’ self-assessment: the effects of feedback, subject matter, year level, and gender. Assessment in Education: Principles, Policy & Practice, 27(6), 607-634.
Porter, M. E. (1998). What is strategy? Harvard Business Review, 74(6), 61-78.
Penrose, E. M. (2011). Competitive strategies and firm performance: a comparative analysis of pure, hybrid and stuck-in-the-middle’ strategies in Spanish firms. British Journal of Management, 20, 508-523.
Setia, M. S. (2016). Methodology series module 3: Cross-sectional studies. Indian journal of dermatology, 61(3), 261.
Swerdzewski, P. J., Harmes, J. C., & Finney, S. J. (2011). Two approaches for identifying low-motivated students in a low-stakes assessment context. Applied Measurement in Education, 24(2), 162-188.
Thompson, S. (2013). Strategic management: Concepts and cases. New York, NY: Prentice Hall.
Wodon, Q. 2021c. Global Catholic Education Report 2021: Education Pluralism, Learning Poverty, and the Right to Education. Washington, DC: Global Catholic Education, OIEC, IFCU, OMAEC, and UMEC-WUC
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Christine Kithome, Dr. Godfry K. Makau, PhD
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) 4.0 License that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal.
