Safaricom Kenya Limited Communication Company

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1. INTRODUCTION 1.1. Background to the Study Businesses play a significant role with the economies of all countries, whether developed or developing. It contributes to the welfare of the society through the satisfaction of needs, provides a source of livelihood to millions of people worldwide. Businesses do not operate in vacuums but operate within business environments. The events in the environment of a company have a direct effect on the success or failure of that company. According to Jain, Trehan and Trehan (2009), business environments can be categorized in two: (1) internal business environment; (2) external business environment. Institutions and organizations are usually in a position of controlling their internal business environment. By doing so, they gain the ability of affecting their institutional performance. On the contrary, it is difficult for a business to control the external environment; however, businesses can identify in advance the opportunities and threats presented by the external environment and take decisive actions to ensure its continued success (Jain, Trehan & Trehan, 2009; Goyal & Goyal, 2009). Scholars and researchers characterize the business environment as dynamic (Nieuwenhuizen & Rossouw, 2008). This is because; the business environment is not static but ever changing. The changes in the business environment are fuelled by the changing preferences and tastes of consumers. Changes in consumer preference of products and services drive the institutions and organizations to a sequence of unending research and development. Institutions invest a substantial amount of their resources in research and development in an effort to meet the demands of the market. By so doing, institutions gain the abilit... ... middle of paper ... ...Reuters. (2013). Safaricom limited. Retrieved March 29, 2013, . Sautet, F. E. (2000). An entrepreneurial theory of the firm. London: Routledge Publishers. Shafer, S. M., Smith, H. J., & Linder, J. C. (2005). The power of business models. Business Horizons, 48(3), 199-207. Stokes, D. R., Wilson, N., Wilson, N., & Mador, M. (2010). Entrepreneurship. Connecticut: Cengage Learning. Teece, D. J. (1998). Economic performance and the theory. Cheltenham: Edward Elgar Publishing Limited. Teece, D. J. (2010). Business models, business strategy and innovation. Long Range Planning, 43(2-3), 172-194. Wantao, Y., & Ramanathan, R. (2012). Effects of business environment on international retail operations: case study evidence from China. International Journal of Retail & Distribution Management, 40(3), 218-234.

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