Effects of competitive strategies on shareholder value among selected firms listed on Nairobi stock exchange, Kenya

This paper is based on a study to establish the effect of competitive strategies on shareholder value among listed companies on the Nairobi Stock Exchange. The specific objectives were: to establish the effects of cost leadership strategy; differentiation strategy and focus strategy on shareholder value. The study depicted each of the three competitive strategies as independent variables and shareholder value as the dependent variable. The study utilized explanatory research and multiphase sampling designs targeting companies and employees. Questionnaires were used to collect data on competitive strategies while document analysis guide was used to gather secondary data on shareholder value. The results revealed that cost leadership and differentiation and focus strategies have a weak positive association with shareholder value. Furthermore, the regression model revealed that competitive strategies accounted for 12% of variations in shareholder value hence able to create value. It was concluded that all competitive strategies have a significant positive effect on shareholder value. The study recommended that firms implement competitive strategies, and scholars pursue studies towards how differentiation and cost leadership strategies can be utilised together.