Article : Association Of Focus Strategy With Performance Of Radio Broadcasting Firms Based In Kisumu County, Kenya

Title

Association Of Focus Strategy With Performance Of Radio Broadcasting Firms Based In Kisumu County, Kenya

Author

Dr. Jairo K. Mise

  The purpose of this study was to establish the association between focus strategy and performance of the radio broadcasting firms in Kisumu County. The study employed a correlational research design. The findings were that the association between focus strategy and performance were positive and significant, that is, (r = 0.555, p = 0.001, n= 30) meaning that focus strategy positively associates with performance. The study concludes that use of focus strategies associates with performance positively. Recommendations of the study are that management of radio broadcasting firms should continue using focus strategies and intensify application of focus strategies. The results of this study will be important to the Radio Broadcasting Firms by helping them to adopt marketing strategies that would enhance their performance. To the industry policy makers, the study will help in identify the appropriate marketing strategies for survival in the competitive business world.

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