Abstract:
Strategic responses have become a common phenomenon in recent times throughout
the world. Organizations have adopted strategic responses locally as well as
internationally due to the increased competition in the global market that has prompted
them to adopt strategic responses as an important strategic choice. These strategic
choices are the strategic options in the hands of many organizations not only to stay in
the competition but also to extend their margins, market share and dominance globally.
This study sought to investigate the effects strategic choices have on sustainable
competitive advantage of milk processing firms in Kenya. The specific objective of the
study was to determine the influence of restructuring strategies on sustainable
competitive advantage of milk processing firms. The study employed a descriptive
research design on a target population of 240 employees of beverage firms in Kenya. A
sample size of 96 respondents was selected for the study. The study used mean, standard
deviation, frequency and percentages in the analysis. Multiple regression analysis was
used to estimate the changes in the dependent variable following a unit change in each
of the independent variables. The study found out that firms had invested a lot in
restructuring to eliminate non-core business activities, consolidate their business
functions and re-organized their business processes so as to gain competitiveness. The
study concluded that restructuring strategies contributed immensely to sustainable
competitive advantage of milk processing firms in Kenya.
