Innovation Strategies on Service Delivery at Sunculture Limited, Nairobi - Kenya

Abstract

Changes in the business environment are characterized by high levels of competition, changing customer’s behaviour, high firm operational costs and inadequate resources and are some of the challenges that face most firms. Firms have to change with the customers to retain the business relationship. Taking up innovation is basically one of the critical measures to stay relevant and survive. SunCulture has embarked on a number of innovation strategies in the recent past which have made the firm come up with an organization structure that makes it competitive. The specific objective of the study was to establish the innovation strategies adopted by SunCulture Kenya Limited and their effects on service delivery at SunCulture Kenya Limited. This study was based on two theories, Technology acceptance theory and Resource based view theory. The research adopted a case study approach and an interview guide was used for collection of data. Content analysis was used to analyze data which was qualitative in nature. The study established that innovation strategies; product, process and organizational innovation strategies affected the firms’ service delivery. SunCulture has worked both hard and smartly to reengineer its products spearheaded by customer feedback and key learnings from previously rolled products. The study established that SunCulture undertook process innovations like embracing technology to embed various business ideas, service delivery and piloting the last mile delivery that has helped the organization to penetrate the remote regions in Kenya. SunCulture offers a hybrid of marketing innovation that has enabled the organization to reach farmers way beyond the Kenyan market. The study established that the strategies adopted by the firm were effective and the adopted competitive strategies by the firm were suitable and thus enhanced the firm’s service delivery. The study also notes that SunCulture Limited has a team that listens to and handles customers' issues via an automated system that’s able to ensure quality service to customers. The study recommends that the management of SunCulture Limited should continue undertaking various innovative strategies since the strategies complement each other in the quest to enhance service delivery.