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Abstract:
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The business world in the 21st century is characterized by rapid dramatic changes in market trends, technology, global competition and a shift in consumers’ tastes and preferences. In order to survive and remain relevant, companies must adopt a world view approach when formulating their strategies so as to maintain competitive advantage. The cleaning industry has not been left behind in these advancements. The overall aim of this study was to assess strategies employed in the cleaning industry in Kenya in an effort to attain sustainable competitive advantage. The focus of the study was Parapet Cleaning Services. It sought to establish strategies used by Parapet Cleaning Services that makes it a leader in the cleaning industry as well as investigate the challenges experienced by Parapet Cleaning Services in the course of business. The success of these could help prescribe strategies that can be used in the cleaning industry towards gaining competitive advantage. The research methodology was by census using questionnaires and in-depth interview to gather primary data. The finding were that Parapet Cleaning Services uses strategies such as product development, exploring various marketing avenues, innovation and customer relations management towards gaining sustainable competitive advantage in the industry. The researcher recommends that increasing competitive differentiation and service quality will ensure that Parapet Cleaning Services continues to sustain their competitive advantage in the cleaning industry. |