The Influence of Investment Public Relations Strategy on the Performance of Large Motor Vehicle Dealers in Nairobi, Kenya

Authors

  • Simon K. Ngarachu Operations Manager in the Motor Vehicle Industry in Nairobi, Kenya
  • Dr. Hannah O. Bula Senior Lecturer, Kenyatta University
  • James O. Oringo Independent Consultant and Lecturer, Kenyatta University

Keywords:

Investment Public Relations, Strategy, Performance, Large Motor Vehicle Dealers.

Abstract

The Motor Vehicle Companies in Nairobi, Kenya have played a major role in the contribution to job creation and economic development. Despite their role in economic development, these dealers face intense competition from imported second-hand vehicles. The purpose of the study was to investigate the value of investment public relations strategy on the performance of Large Motor Vehicle dealers in Nairobi, Kenya. The specific objectives of the study included; to establish the effects of; resource investment strategy and inter-reliance strategy on the performance of Large Motor Vehicle dealers in Nairobi, Kenya. A descriptive research design was used where the target population was 15 large motor vehicle firms operating in Nairobi, which are members of the Kenya Motor Industry Association. The unit of analysis was the large motor vehicle dealers while the unit of observation was the four strategic public relations strategies including; openness, stakeholder involvement, investment and commitment strategy. The study used primary data sources and secondary data. Primary data was collected using open ended and closed questionnaires. Content and construct validity was achieved though seeking expert opinion. Reliability was ascertained using Cronbach Alpha coefficient. Descriptive statistics and multiple regressions were used to analyze the quantitative data while qualitative data was analyzed using content analysis. Data was analyzed using tables and figures.

The study findings confirmed that majority of the large motor vehicle dealers in Nairobi had improved firm performance as a result of the implementation of investment public relation strategy which guarantees the effectiveness of strategic public relations. This proves that majority of the large motor vehicle dealers in Nairobi applied investment public relations strategies in their operations to ensure their improved performance. Finally, the study recommended that the management of the Large Motor Vehicle dealers need to monitor their financial investment in public relations to guarantee value for money.

References

[1] Aosa E. (1992). “Marketing and Strategy”. Marketing Review , August
[2] Casciaro, T. & and Piskorski,M.J (2005). Power Imbalance, Mutual Dependence and Constraint Absorption: A Closer Look at Resource Dependence Theory
[3] Central Bureau of Statistics (2016).Micro, Small and Medium Enterprises (MSME). Survey Basic Report
[4] Cooper and Schindler (2013).Business Research Methods 12th Edition .Test Bank and Solutions Manual Business Research Methods 12e
[5] Forsberg, C. J. (1996). Reputation: Realizing value from the corporate image. Boston, MA:
[6] Gilbert, D.U., & Rasche, A. (2008). Opportunities and problems of standardized ethics initiatives: a stakeholder theory perspective, Journal of Business Ethics, 82, 755-73.
[7] Humphreys, P. K., Li, W. L., & Chan, L. Y. (2004). The impact of supplier development on buyer–supplier performance.
[8] Jackson, T. (2009). Reframing human resource management in Africa: A cross-cultural perspective. International Journal of Human Resource Management 13,7, 998–1018.
[9] Kald,M. (2003). Strategic positioning: a study of the Nordic paper and pulp industry
[10] Kirkpatrick, R.M, McGue,M., William G. Iacono, W.G, Miller,M.B,Basu,S.(2014).Results of a “GWAS Plus:” General Cognitive Ability Is Substantially Heritable and Massively Polygenic
[11] Kosmidou, K., Pasiouras, F. and Tsaklagkanos, A., 2005, “Factors influencing the profits and size of Greek banks operating abroad: a pooled time-series study”, Applied Financial Economics
[12] Kothari, C.R. (2004) Research Methodology: Methods and Techniques. 2nd Edition, New Age International Publish0ers, New Delhi.
[13] Kothari,C.R & Gaurav,G.(2014).Research Methodology, Third Edition. New Age International Publishers,New Delhi.
[14] Mugenda,O.M and Mugenda,A.G. (2008). Research Methodology. Qualitative and Quantitative Methods
[15] Nsubuga,Y.K , Morisky,D.E, Jacob,W.J,Hite,S.J .(2006)Overcoming AIDS: Lessons Learned from Uganda
[16] Nyenjeri, J. K., Kinyua, F., & Wawire, N. (2014). The Effects of Public Relations in Delivery of Forestry Services at Kenya Forest Service Headquarters. European Journal of Business Management, 1(11), 217-230.
[17] Office of Human Research Protection (2013).Considerations and Recommendations concerning Internet Research and Human Subjects Research Regulations
[18] Omondi, M. O. (2012). The Performance of Public Relations Practice in Government Ministries in Kenya: A Critical Analysis. Unpublished Research Project. University Of Nairobi.
[19] Pfeffer, J., & Salancik, G.( 1978). The external control of organizations. New York: Harper and Row,
[20] Plowman, K. D. (2010). Conflict, strategic management, and public relations. Public Practitioners define their role. Public Relations Review, 34, 337–342. Prentice Hall Relations Review, 31(1), 131-13
[21] Rindfleisch,A., Malter,A.J.,Ganesan,S. &Moorman,C.(2008).Cross-Sectional Versus Longitudinal Survey Research: Concepts, Findings, and G
[22] Rindfleisch,M, Hossain ,M.S.A, Senatore,C., and Flükiger,R.(2011). Improvement of Jc by cold high pressure densification of binary, 18-filament in situ MgB2 wires
[23] Shamsan, R. M., & Otieno, M. (2015). Effects of Strategic Public Relations on Organization Performance: A Case Study of Kenya Red Cross Society. International Journal of Scientific and Research Publications, 5(9), 1-12.
[24] Thomi & Yankson.(2015).Challenges Faced by Small and Medium-Size Enterprises in Accessing Credit Facilities from Financial Institutions: An Empirical Assessment Incorporating the Perceptions of both Borrowers And Financiers
[25] Thomson,S.B.(2011).Simple formulas for standard errors that cluster by both firm and time
[26] Trochim, W., Donnelly, J. P., & Arora, K. (2015). Research methods: The essential knowledge base. Nelson Education.
[27] WBCSD(2009). World Business Council for sustainable Development Report
[28] Wilson,K. (2015). Towards a Radical Re?appropriation: Gender, Development and Neoliberal Feminism

Downloads

Published

2018-12-07

How to Cite

K. Ngarachu, S., O. Bula, D. H., & O. Oringo, J. (2018). The Influence of Investment Public Relations Strategy on the Performance of Large Motor Vehicle Dealers in Nairobi, Kenya. American Scientific Research Journal for Engineering, Technology, and Sciences, 49(1), 209–225. Retrieved from https://www.asrjetsjournal.org/index.php/American_Scientific_Journal/article/view/4511

Issue

Section

Articles