Application of innovation in developing strategy at Safaricom limited

Abstract

Most research continually advocates that evaluation is a necessary process to establish whether innovation has been effective in meeting individual and organizational priorities. This enables judgments to be made, about cost effectiveness and to aid organizational learning and improvement. Despite innovation absorbing real and substantial costs, and considering Beddowes (1994) conclusion that the clarity of organizational objectives in terms of innovation has led to an increased emphasis on the evaluation of return on investment, Doyle (1994) observes that systematic evaluation rarely occurs within organisations. The objective of this study was to determine the application of innovation strategy by Safaricom Ltd. This research was conducted through a case study. Primary data was collected from the heads of departments of the company, selected from various departments this being corporate strategy, human resources, regulatory, and business development, sales and marketing department. The data collected which is qualitative in nature, was analyzed using conceptual content analysis which was best suited method of analysis. From the findings, the study found that Safaricom limited has adopted some innovation strategies. These innovation strategies were on financial, organizational structure, technology, customer care, products and human resource. The company has also used generic competitive strategies to gain the innovative advantage. These strategies were divided into cost strategies, differentiation strategies and market focus. The findings of the study show that there are several challenges that are facing the firm and the company has put up various innovation strategies to counter the waves especially those posed by competition in the industry. The study recommends that managers be on the look out for any possible factor that has an implication on the operations of the business and respond appropriately.