ANALYZING ORGANIZATIONAL LEARNING IN SUSTAINING COMPETITIVE ADVANTAGES A CASE STUDY OF SAFARICOM KENYA

BUSINESS ADMINISTRATION

Mobile communications are arguably one of the most dynamic industries in the world. The mobile network operators (MNO) provide essential services to millions of customers every day, including communication, mobile money transfer, and the Internet. The telecommunications industry has dramatically evolved over the last decades as many companies, particularly in developed nations, operate in stagnant markets. Moreover, MNOs have to keep up with the fast-changing and disruptive technological innovations impacting their operations to survive in the market. The main problem facing Safaricom is organizational learning and competitive advantages overridden by other telecommunication companies. The specific objectives is to evaluate the effect of shared vision on sustainable competitive advantages in Safaricom.The theoretical frameworks applicable in the study are experiential learning theory and assimilation theories that play a critical role in identifying the measures of the independent variables. The independent variables in the study are brand loyalty which is measured by customers’ level of purchase and repurchase due to addiction to a product; systems thinking, which entails dynamic thinking, holistic thinking, and thinking using the model; a shared vision that encompasses vision attributes and contents. The research data was gathered using questionnaire. A pilot test was conducted on the questionnaire to determine whether the questions are clear or ambiguous, and identifying necessary amendments to the research instrument. A cross-sectional research design was used in the study, and a sample of 501 people out of 5422 in the target population participated in the research. A multiple regression analysis was used to assess the relationship between the independent and dependent variables to meet the objectives. A conclusion on factors hindering growth within the sector were discussed into details and reports also published in assisting future researcher interested in same topic, as well as policy implementers for telecommunication companies. The regression model reveals the level of significance lies above (p<0.05).The significance level is p=0.247.This shows that there is a strong positive significance correlation. The results of the study proved that indeed there is a strong positive correlation significance in all the variables where all the p-values lies within the range of p<0.05.The highest p-value in this case was p=0.08 and the lowest was p=0.00.As a result of putting a high priority on customer happiness, investing in network infrastructure, utilizing its leadership in mobile money, promoting innovation, and establishing strategic alliances, Safaricom Kenya has built a common perspective on lasting competitive advantages. Safaricom has maintained its market dominance in Kenya by staying ahead of the competition and consistently responding to market developments and client demands. In order to further develop its sustainable competitive advantages, Safaricom should concentrate on building a culture of systems thinking, improving stakeholder engagement, emphasizing long-term sustainability, bolstering data analytics and monitoring, and fostering a culture of innovation.

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