COMPETITOR INTELLIGENCE CAPABILITY AND FIRM PERFORMANCE IN LOGISTICS COMPANIES IN KENYA
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Abstract
This research examined the effect of competitor intelligence capability on firm performance with organizational culture as moderator variable in logistics companies in Kenya. Specifically, the research examined the effect of competitor intelligence capability on firm performance in logistics companies in Kenya. Additionally, the research examined the moderating effect of organizational culture on the relationship between competitor intelligence capability and firm performance in logistics companies in Kenya. Drawing on the resource-based theory, dynamic capability theory and knowledge-based view theory, the research utilized a positivist research philosophy and a non-experimental research methodology. The research utilized a correlational cross-sectional survey design for testing noncausal relationships among variables. Simple random sampling technique was used to select a sample size of 272 logistics companies from a target population of 849 logistics companies in Kenya. A cross-sectional survey-based approach was used to collect primary data utilizing a self-administered structured questionnaire. With the help of 3 research assistants, the researcher utilized the drop and pick method to hand deliver the survey questionnaire to the chief executive officers of the logistics companies in Kenya. The collected data was processed and entered into the statistical package for social sciences (SPSS) version 26 to create a data sheet to be used for analysis. The descriptive statistics and inferential statistics were used for data analysis. The Pearson’s correlation results showed that competitor intelligence capability had a positive and significant relationship with firm performance. The simple linear regression results showed that competitor intelligence capability had a positive and significant effect on firm performance. The hierarchical multiple regression results indicated that organizational culture had significant moderating effect on the relationship between competitor intelligence capability and firm performance in logistics companies in Kenya. Managers and policy makers should to focus on strengthening competitor intelligence capability to foster the performance of logistics companies. Future research could examine effect of competitor intelligence capability on firm performance in other sectors or in other regions.
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