PhD Concept-Erik (1).ppt
- 1. BY ERICK OTIENO OKEYO
- 2. Background to the Study Worldwide, business environments are characterized by volatility, acute competition, and unprecedented threats (Prahad 2009). Therefore, to operate and survive under such conditions, a firm has to be agile. Strategic agility is a critical tool that can enable a company to overcome crises and achieve a competitive advantage, especially in a volatile business environment (Alromeedy, 2019). Agility is the organization’s ability to respond to changes in its environment, simplify complex processes, and enhance its responsiveness (Arteta & Giachetti, 2004). For firms to be competitive locally, regionally, and globally, they must adopt sound human, technological, and planning attributes to enhance their strategic agility (Oyedijo, 2012).
- 3. Problem Statement Over the years, Kenya Airway has been posting poor financial results due to various reasons, such as stiff competition. For instance, the airline’s 2020 financial performance declined by 59% due to reduced flight capacity brought about by the global downturn in commercial aviation (Kenya Airways, 2021). Additionally, the year 2020 was tough for the airline due to the effect of the COVID-19 pandemic. Therefore, for the airline to overcome the turbulence, it has to address various aspects like making its network efficient and enhancing its service quality.
- 4. Problem Statement Cont’d Although some studies have been done to explore the relationship between strategic agility and competitive advantage, there is a paucity of research that has assessed the mediating effect of competitive advantage on the relationship between strategic agility and performance. The current study will use competitive advantage as an intervening variable between strategic agility and performance. Moreover, a quite number of studies on strategic agility – performance relationships have been found to have shortcomings, as explained hereunder:
- 5. Problem Statement Cont’d Some of these studies have relied on a quantitative approach (only questionnaires) in collecting data, which made it challenging to collect in-depth information (Alromeedy 2019; Abu-radi, 2015; Oyedijo, 2012; Tabe Khoshnood & Nematizadeh, 2017). The current study will adopt a mixed approach (questionnaires and interview schedules will be used to collect data).
- 6. Problem Statement Cont’d In some studies, it’s only qualitative approaches that have been used to collect data (e.g., Shin et al.,2015). This makes it difficult to generalize the study findings to the population and other industries. Additionally, the use of inappropriate sampling (purposeful) and a single respondent from each firm in Chen’s (2019) study also makes the generalization of the findings difficult.
- 7. Problem Statement Cont’d Additionally, there are a lot of controversies surrounding the results of strategic agility-performance relationships. For instance, Some studies have reported a negative and insignificant relationship between strategic agility and organizational performance (e.g., Abu-radi ,2013; Shin et al., 2015), whereas others have revealed a significant positive relationship between strategic agility and business performance (e.g., Alromeedy, 2019; Tabe Khoshnood &Nematizadeh, 2017). Therefore, the current researcher seeks to fill the above gaps by conducting a study on “Strategic agility, competitive advantage, and performance of Kenya Airways.”
- 8. Objectives of the Study To determine relationship between responsiveness and performance of performance of Kenya Airways. To find out the effect of competency on the performance of Kenya Airways. To assess the relationship between flexibility and performance of Kenya Airways.
- 9. Objectives of the Study Cont’d To investigate the relationship between speed and performance of Kenya Airways. To determine the mediating effect of competitive advantage on the relationship between strategic agility and performance of Kenya Airways.
- 10. Research Hypotheses There is no significant relationship between responsiveness and performance of performance of Kenya Airways. There is no significant effect of competency on the performance of Kenya Airways. There is no significant relationship between flexibility and performance of Kenya Airways. There is no significant relationship between speed and performance of Kenya Airways. Competitive advantage has no significant mediating effect on the relationship between strategic agility and performance of Kenya Airways.
- 11. Conceptual Framework Competency Strategic vision Technology Product/service quality Cost effectiveness Change management Integration Operation efficiency High rate of new products introduction Knowledgeable, competent, an empowered people Cooperation internal and external Independent Variables Performance of Kenya Airways Sales volume Profitability New ideas Financial strength Operating efficiency Environmental adaptation Public image Employee morale Social impact on society Performance stability Flexibilty Product volume Product configuration Organizational issues People Speed Quick new products time to the market Service delivery timelines Fast operation time Dependent variable Figure 2.1 Conceptual Framework Responsiveness Perceiving changes Reaction to changes Recovery from change Competitive Advantage Product quality Delivery reliability Process flexibility Cost leadership Mediating Variable
- 12. Research Methodology Research Design A research design is a strategy for carrying out an empirical investigation to answer research questions (Bhattacherjee, 2012). At least three steps are involved in a study design: data collecting, instrument design, and sampling. A cross- sectional research design will be used in this investigation. The method of gathering data on several cases at a single moment in time to determine the link between variables is known as a cross-sectional design (Bryman, 2016). The study will use a combination of methods to collect data, including surveys and interviews.
- 13. Research Methodology Cont’d • Target Population The target population will comprise 3986 employees working for Kenya Airways, and the unit of analysis will be the company’s staff (Kenya Airways, 2021).
- 14. Research Methodology Cont’d Sampling Procedures and Sample Size According to Mugenda & Mugenda (2003), a sample size of 10% to 30% of a population is sufficient for a study. The sample size for this study will be 398 responders (10 percent of 3986). In addition, five respondents (senior managers) from the population will be chosen for interviews using purposeful sampling. Purposive sampling, according to Sekaran and Bougie (2016), is suggested when the subjects to be chosen are the only ones in the best position to give the data needed.
- 15. Research Methodology Cont’d Research Instruments and Data Collection A semi-structured questionnaire will be used to collect data from 398 participants. In addition, five respondents will be interviewed using interview guides to obtain qualitative data.
- 16. Research Methodology Cont’d Data Analysis Quantitative data will be analyzed via the Statistical Package for Social Scientists (SPSS), while qualitative data will be analyzed through thematic analysis. Regression Model The study will use the regression model to test the hypotheses.
- 17. Thank You!