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Effects of Corporate Governance on Marketing Strategies within Telecommunication Sector in Kenya: A Case Study of Bharti Airtel Kenya

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dc.contributor.author Otieno, Yvonne Anyango
dc.date.accessioned 2017-01-13T12:20:53Z
dc.date.available 2017-01-13T12:20:53Z
dc.date.issued 2016
dc.identifier.uri http://erepo.usiu.ac.ke/11732/3085
dc.description A Project Report Submitted to the Chandaria School of Business in Partial Fulfillment of the Requirement for the Degree of Masters in Business Administration (MBA) en_US
dc.description.abstract This research project reviews effects of corporate governance on relationship marketing within telecommunication sector in Kenya: A case study of Bharti Airtel Kenya. Mainly, this research project has relied on literature from other scholars and qualitative information attain from Bharti Airtel employees in three main categories; that was, senior management, middle management, and operational staff. By using a sample size of 120 respondents (both customers and employees of Bharti Airtel Kenya), it aimed at reviewing three objectives of the study. Data was analysed using both ANOVA and simple percentages. The first objective of the study was the establishment of effects of corporate governance through the review and approval of relationship marketing strategic initiatives such as education, health, employee volunteerism and environment programs at Bharti Airtel. Statistically, the findings show that 37 percent, 24 percent, 14 percent and 25 percent of employees believe that the corporate governance based review and approval of relationship marketing programs like education, health, employee volunteerism, and environment respectively have significant effects on relationship marketing strategy at Bharti Airtel Kenya. Notably, the findings show that some respondents believe that the review and approval of education, health, employee volunteerism and environment programs under corporate governance principles do not have an impact on relationship marketing strategy. On recommendation regarding the first objective, the research project recommends that respondents and in particular employees of Airtel Kenya to be exposed to the review and approval process of corporate governance concerning the influence on relationship marketing strategy. Such exposure will enable them to learn from first hand, on how they influence the relationship marketing strategy. Besides, the exposure will enable them to find solutions to other problems which are they are likely to encounter in the process. The second objective of the study was to the determination of the problems associated with the effects of corporate governance’s review and approval of relationship marketing initiatives such as education, health, employee volunteerism and environment programs on the relationship marketing strategy embraced by Airtel Kenya. Statistically, only 42 of all respondents understood the effects of corporate governance on relationship marketing strategy. On recommendation regarding the second objective, this research study recommends Airtel Kenya to undertake on the job training about the effects of corporate governance in terms of review and approval of relationship marketing initiatives such as education, health, employee volunteerism and environment programs on the relationship marketing strategy. Such training will enable concerned individuals to make right decisions based on the underlying situation of the company. The third objective of the study was the establishment of the desirable solutions to the problems associated with the effects of corporate governance regarding the review and approval of marketing based initiatives such as education, health, employee volunteerism and environment programs on the relationship marketing strategy embraced by Airtel Kenya. Statistically, the findings show that more than one-half agreed that all primary stakeholders including employees, suppliers, customers, shareholders, the board of directors, the management, and the community should take part in the review and approval of relationship marketing initiatives under corporate governance principles. On recommendation regarding the third objective, this research project advocates for the establishment of a standing committee and the involvement of several stakes in decision making relating to corporate governance and relationship marketing strategy. Such standing committee will collect information from all stakeholders which it will review and then approve the necessary initiatives. Overall, the findings of research project show strong effects of corporate governance on marketing strategies with the telecommunication sector in Kenya, and in particular, in Bharti Airtel Kenya. Specifically, corporate governance has strong effects on the review and approval of relationship marketing strategic initiatives such as education, health, employee volunteerism and environment programs. Besides, the study has identified inherent problems (such as lack of knowledge about what corporate governance entails) associated with effects on corporate governance’s review and approval of relationship marketing initiatives. Finally, the research project has identified the involvement of all primary stakeholders such as employees, suppliers, customers and shareholders in the review and approval of relationship marketing strategy based initiatives as one of the desirable solutions of handling problems associated with effects on corporate governance’s review and approval of relationship marketing initiatives. en_US
dc.publisher United States International University - Africa en_US
dc.subject Corporate Governance en_US
dc.subject Marketing Strategies en_US
dc.subject Telecommunication Sector in Kenya en_US
dc.subject Bharti Airtel Kenya en_US
dc.title Effects of Corporate Governance on Marketing Strategies within Telecommunication Sector in Kenya: A Case Study of Bharti Airtel Kenya en_US
dc.type Thesis en_US


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