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International Journal of Innovation and Scientific Research
ISSN: 2351-8014
 
 
Monday 21 May 2018

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Improving Business Growth through Marketing and Organizational Innovation in Doinyo Lessos Creameries in Eldoret, Kenya


Volume 2, Issue 2, June 2014, Pages 220–229

 Improving Business Growth through Marketing and Organizational Innovation in Doinyo Lessos Creameries in Eldoret, Kenya

Mary Nyiva

Original language: English

Received 28 April 2014

Copyright © 2014 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract


Entrepreneurial firms need to continuously undertake innovation seriously if they are to remain competitive. This paper examines the impact of marketing innovation and organizational innovation on business growth among Small and Medium Enterprises (SMEs) in Kenya. The paper is based on a study of Doinyo Lessos Creameries in Eldoret, Kenya. The study adopted a descriptive case study design on a sample of 169 respondents from the Creameries which is located in Uasin Gishu County. Response was received from 161 participants. Purposive sampling technique was used to identify the area of study, stratified and simple random sampling techniques were used to select the respondents from the target population. Questionnaire and interview schedule were the main instruments of data collection. Qualitative data was analyzed descriptively in form of frequency counts, percentages and measures of central tendency. It was clear that majority of the respondents concurred that new products had attracted many customers and in turn increased the sales volumes. Very few of the respondents disagreed that marketing innovation had led to improved sales. It was clear that lesser than half of the respondents agreed that Doinyo Lessos is fast to roll out new product to the market. It was further shown that more than three quarters of the respondents agreed that the company's management team members have relevant education and skills. All business units need to develop innovation policy so as to form the impetus of great thinkers within the industry. This will help to instil a desire to innovate among all the stakeholders in the dairy industry. Continuous innovation activities in any business should be sustained through R&D support, and employee motivation to ensure business growth is realized over time.

Author Keywords: Business Growth, Marketing, Organizational Innovation, Doinyo Lessos Creameries, Eldoret, Kenya.


How to Cite this Article


Mary Nyiva, “Improving Business Growth through Marketing and Organizational Innovation in Doinyo Lessos Creameries in Eldoret, Kenya,” International Journal of Innovation and Scientific Research, vol. 2, no. 2, pp. 220–229, June 2014.