Browsing by Author "Munyao, Joseph"

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    Effect of Experiential Marketing in Building brand equity A case of Unilever Tanzania Brands
    (International Journal of Supply Chain Management, 2017) Mukiira, Evelyn Maradufu; Musau, Celestine; Munyao, Joseph
    Purpose: To analyze the effects of experiential marketing in building brand equity for selected brands of Unilever Tanzania. Methodology: The study adopted an explanatory and descriptive research design. Findings: The study found that experiential marketing is the best way to market a product, and senses are heightened when they experience the product/brand firsthand. The study found that experiential marketing practices have a positive effect on consumers and overall brand equity. The study also found that it is a challenge in capturing marketing insights, connecting with customers, building strong brands, shaping the market offerings, delivering and communicating value, creating long-term growth, and developing marketing strategies while building brand equity. Unique contribution to theory, practice and policy: Potential benefits of such a study include raising marketers‟ awareness of the importance of brand equity needs of the FMCG companies by making use of experiential marketing as an avenue to meeting the targets and achieving high returns for each of their brands. This research will benefit Unilever Tanzania and other FMCG companies, as it will provide a roadmap that they can use to market their product/brands better. The research will play a great role in assisting mangers by exploring how they can more effectively ensure that the brands curve out a bigger share of the market by tapping into unutilized opportunities. This insight into the significant role played by experiential marketing could also be used to steer other brands that are looking for value to use this channel of marketing campaigns.
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    Effect of Organisational Capabilities on Sustainable Competitive Advantage in Audit Firms: A Case Study of Deloitte Limited.
    (Journal of Business and Strategic Management, 2017) Nzyoka, Justine M.; Kamaku, Paul; Munyao, Joseph
    Purpose:The purpose of this study was to assess theeffect oforganizational capabilities on sustainable competitive advantage in audit firms using a case study of Deloitte LimitedMethodology:A descriptive research design wasused. The studypopulationwas drawn from the offices at Deloitte Place on Waiyaki Way. The study conducted a census of all the 106 staff from the target population. Primarydatawas used and wascollected using questionnaires. Quantitative data analysis conducted using SPSS. Quantitative data was analyzed using descriptive statistical methods. Correlation analysis was also conducted. The qualitative analysis was used to make conclusions on the open ended questions.Results:The study findings revealed thatgenerally, the human resource capabilities, infrastructure and technology capabilities as well as the reputation capability of the firm could be described as average. Only the leadership capabilities were found to be above average based on the responses given.The study established that the firm had attained sustained competitive advantage mostly in the areas of brand identity and protection, organizational culture and the quality of services delivered. The study further established that HR capabilities, leadership capabilities, infrastructure and technology capabilities as well as reputation capability positively and significantly affected the level of sustainable competitive advantage at Delloite Kenya.Unique contribution to theory, practice and policy:The study recommended that the firm needed to modify and develop its existing organizational capabilities of the firm beyond the average level.The study also recommended the firm needed to increase the level of utilization of information systems in streamlining/interlinking its processes so that there was quicker and increased information sharing within the firm for efficiency and flexibility in responding to customer needs.It was further recommended that the firm’sorganization constructsthat is, aninnovation-oriented organizational structure and an innovation friendly organizational culture be advanced to support and enhance the firm’s capabilities.