Strategies That Private Universities in Kenya Use To Gain Competitive Advantage A Case Study of Daystar University

Abstract

The purpose of this study was to examine the strategies Daystar University uses to gain competitive advantage. The research objectives were to establish the strategies used by Daystar University to gain competitive advantage, the extent to which these strategies are used, determine how the strategies contribute to competitive advantage and identify the challenges faced while implementing these strategies. The study was informed by the Resource-Based View Theory, Knowledge-Based View Theory, Values Disciplines theory and Porter’s theory of competitive advantage. The study took the descriptive approach and made use of primary data collected through questionnaires issued to a sample population of 38 respondents in the top management positions of the university. The data was analyzed in terms of percentages, mean, and regression tables and presented in form of charts and graphs. The percentages were used to signify the variation between the various elements and their presence in the organization. The study found out that Daystar University uses differentiation, cost leadership, and focuses strategy and to a great extent. It can also be concluded that competitive strategies contribute to competitive advantage of the University. The challenges faced by the university while implementing these strategies include financial constraints, government legislation, increasing competition from other private universities, duplication of degree programs by other universities, weak or inappropriate strategy, resistance to change, organizational systems and internal policies and procedures.