EFFECT OF RESOURCE FLUIDITY ON PERFORMANCE OF MEDIA FIRMS IN NAIROBI KENYA
Abstract
Purpose: The general objective of the study was to establish the effect of resource fluidity on performance of Media firms in Nairobi. The study was guided by resource-based view theory.
Methodology/Approach: The study adopted both descriptive research design and correlational research design. Primary data was collected using closed ended questionnaire on six media firms in Nairobi thus Nation Media Group, Standard Group, Royal Media Services, Mediamax Network Limited, Radio Africa Group and Capital Group Limited. This examined television, radio, print and digital sectors for existing media firms. Validity done by KMO test, reliability cronbach alpha as Piloting was done in Bungoma County media stations. The departmental heads for editorial, technical, sales and marketing, administrative and public relations formed the target and sample. This targeted 176 departmental heads and sampled out 122 departmental heads. Simple random sampling and stratified sampling techniques were adopted. Piloting was done to assess the accuracy of the questionnaire. Data was analyzed using descriptive and inferential statistics. Descriptive included frequencies, percentages, mean and standard deviation, inferential was done through regression analysis. Data was presented using tables.
Findings: Resource fluidity significantly affected performance in media firms P 0.00<0.05. This suggests that resource fluidity variables had a significant effect on performance of media firms hence rejection of null hypothesis.
Implications: The study recommende that the management should strengthen their assistance by providing essential resources that would result in improved performance of media enterprises. This may entail diligent identification of resources and efficient budgeting to secure necessary funds.
Key words: Resource fluidity, Resource based view theory, Performance, Media Firms
CITATION: Mukeya, W. K., Wanjere, D., & Mamadi, S. (2024). Effect of resource fluidity on performance of media firms in Nairobi Kenya. The strategic Journal of Business & Change Management, 11 (3), 784 – 797. Http://dx.doi.Org/10.61426/Sjbcm.v11i3.3055
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DOI: http://dx.doi.org/10.61426/sjbcm.v11i3.3055
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