Role of Agile Marketing in Strategy Implementation at Safaricom Plc

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dc.contributor.authorMakatiani, Shiyayo C.
dc.date.accessioned2024-07-23T08:11:35Z
dc.date.available2024-07-23T08:11:35Z
dc.date.issued2023-10
dc.descriptionMASTER OF BUSINESS ADMINISTRATION in Strategic Management and Marketing
dc.description.abstractThis study’s purpose was to establish the role of agile marketing in business strategy implementation at Safaricom PLC. The objectives that guided this study were: to evaluate the level of agile marketing adoption at Safaricom PLC; to establish the state of business strategy implementation at Safaricom PLC, and; to determine the role agile marketing plays in the implementation of business strategy at Safaricom PLC. The study was informed by Incremental Theory, Complex Adaptive Systems Theory and Dynamic Capabilities Theory. Descriptive research design was employed. The respondents were Safaricom employees working within Nairobi, Kenya. The study adopted stratified and simple random sampling techniques where the populations was divided into 10 sub-populations based on the 10 divisions that were already agile. Primary data was collected through questionnaires administered through direct email to the respondents. A sample size of 50 respondents was targeted with 35 responses received achieving a response rate of 70 percent. Data was analyzed statistically using SPSS with findings indicating that; Safaricom had successfully implemented agile across a large part of its operations (83%); Safaricom employs a mixed approach to strategy implementation both top-down and collaborative; and, that Safaricom is yet to fully embrace the concept of agile marketing (57%). The findings indicated a weak positive relationship between agile marketing and strategy implementation (p=.231) thus no statistical significance for the study. However, as Safaricom’s agile transformation initiative is still in its early stages (2 years), the study recommends further research into the subject. The researcher also recommends increased inclusion of marketing and marketing related functions on agile teams to improve the value derived from agile and achieve long-term success.
dc.description.sponsorshipSchool of Business and Economics of Daystar University
dc.identifier.citationMakatiani, S. C., (2023).Role of Agile Marketing in Strategy Implementation at Safaricom Plc : Daystar University, School of Business & Economics
dc.identifier.urihttps://repository.daystar.ac.ke/handle/123456789/4841
dc.language.isoen
dc.publisherDaystar University, School of Business & Economics
dc.subjectAgile Marketing
dc.subjectStrategy Implementation
dc.subjectSafaricom Plc
dc.titleRole of Agile Marketing in Strategy Implementation at Safaricom Plc
dc.typeThesis

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