Management of Strategic Change at the Kenyatta International Convention Centre Corporation

Abstract

This study was on Management of Strategic Change at Kenyatta International Convention Center Corporation (KlCC). KlCC is a state corporation in the Ministry of Commerce and Tourism mandated to carry out Conference tourism through a MICE (Meetings, Incentive, Conferences and Exhibitions) venue flagship in Kenya. KlCC has undergone many strategic and operational changes in the recent past. The objective of this research project was to examine the strategic change management process and practice at KlCC Corporation. More specifically, the study was seeking to establish how KlCC Corporation has managed Strategic Change and to determine the challenges of Strategic Change management process at the KICC Corporation. The research design was a case study. Both primary and secondary data were used. The primary data included interview guide and observation. Respondents were interviewed and documented for analysis. In-depth study on respondents was done and responses were analysed using content analysis. The guide was administered directly by the interviewer to six of the eight targeted managers at KICC Corporation. The secondary data included internal memos, reports and newsletters. The study found out that KlCC is influenced by its operating environment and hence it has to be responsive to these environmental changes as evidenced by the various reform initiatives that have occurred in the organization in the recent past among them; rebranding that saw the corporation change its name from Conference Centre to Convention Centre to help position itself globally and counter external competition; Establishment of National MlCE strategy in 2011 which will help the industry to fully exploit MlCE potential and bid for conferences from leads generated locally and internationally; Review of KlCC Corporations' organization structure- through devolution to Counties, upgrading and building new conference facilities in different counties in Kenya - an ongoing project; expansion of KICC towers to include delegates Hotel and dedicated Exhibition Centre as well as setting up of Convention Bureau at national and regional levels. The study findings led to conclusion that strategic change at the KICC Corporation is formulated by the management team in collaboration with the board of directors. The process of developing these strategies is systematic and structured. The limitation of this study was that not all targeted respondents participated and this reduced the number of respondents. The study recommends that a similar study be carried out among other MlCE players to establish how the others similar organizations have undertaken change management in their institutions. The study also recommends that similar researches be done elsewhere in other industries for the purposes of comparing results and help organizations adopt best practices in management change in their organizations.