TECHNOLOGY ASSIMILATION AND COMPETITIVENESS OF FOOD AND BEVERAGE MANUFACTURING COMPANIES IN NAIROBI COUNTY, KENYA
TECHNOLOGY ASSIMILATION AND COMPETITIVENESS OF FOOD AND BEVERAGE MANUFACTURING COMPANIES IN NAIROBI COUNTY, KENYA
Abade, A. A. - MBA Strategic Management Student, School of Business and Entrepreneurship, Jomo Kenyatta University of Agriculture and Technology, Kenya
Anene, E. B. - Lecturer, School of Business and Economics, Jomo Kenyatta University of Agriculture and Technology, Kenya
ABSTRACT
The business environment is changing, and it is clear from the trend that this creates challenges every day. Thus, food and beverage firms must embrace strategic management drivers that involve applying creative thinking to develop distinctive brands and client-friendly goods and services to gain a competitive advantage in terms of product preference on consumer assurance. This study sought to establish the effect of technology assimilation on the competitiveness of food and beverage manufacturing industries in Nairobi City County, Kenya. The study was supported by the technology acceptance model. The study utilized descriptive research methodology targeting 119 food and beverage firms with a sample size of 256 managers of the firms. The study utilized primary and secondary data. Primary data was gathered using structured questionnaires, while secondary data were sourced from the F&B Company’s financial records, KAM, and KNBS. The study targeted F&B manufacturing firms’ management, which includes finance, marketing, operations, human resources, risk and compliance, and information and communication technology. Data was analyzed through descriptive and inferential statistics. A pilot study of 10% of the sample was conducted before the actual study. Multiple regression models were applied. The findings revealed that technology assimilation had a positive and statistically significant effect on competitiveness (β = 0.289, p < 0.001). The regression model indicated a strong relationship (R = 0.801) and explained 64.2% of the variation in competitiveness (R² = 0.642). The study concludes that technology assimilation significantly enhances the competitiveness of food and beverage manufacturing firms. The study recommends that firms should prioritize technological investment to improve performance. Policymakers should also create an enabling environment that supports innovation and capacity building in the manufacturing sector.
