Factors That Influence Application of Innovation Strategies at Royal Media Services in Kenya

Abstract

An organization which is serious about competing in the fast changing markets with fast changing technology must make things happen, it must innovate. If it does not innovate, it risks being overtaken by competitors. Sometimes a business underestimates the competitive challenges it faces. The risk of this happening is high when competitors react to potential challenges in much the same way. The study was guided by the following objectives to establish extent of the application of Innovation strategies at Royal Media Services, to identify the factors influencing the application of innovation strategies at Royal Media Services. A case study research design was adopted the study hence considers case study design suitable since data was gathered from a single source; Royal Media Services and used to represent the factors that influence application of innovation strategies at royal media services. Royal Media Services has undergone through eras of evolution and business development as a media house is operating in an extremely competitive market. Royal Media Services have adopted the enhanced human resources management and market positioning strategies in responding to external environment. In the media industry, customers preferences are ever changing and the technologies for serving customer requirement are continually evolving thus banks must establish capabilities for continuing streams of innovations. The media industry demands for continuous development and implementation of innovation strategies. This is the rationale that motivates royal media services in its pursuit to conquer the market amid the ever changing environment. The study employed face to face interview as a primary data collection method. Primary data is data that has not been previously published, that is, data derived from a new or original research study and collected at the source. It is information that was obtained directly from first-hand sources for example by means of surveys, observation or experimentation. An interview guide was employed as the sole research instrument. The researcher used the interview guide to gather information from top management staff of Royal Media Services as they are the one aware of factors that influence application of innovation strategies at royal media services. The data was analysed using content analysis. Content analysis enabled the researcher to sift through large volumes of data with relative ease in a systematic fashion. It can be a useful technique to discover and describe the focus of individual, group, institutional, or social attention. It also allowed inferences to be made which can then be corroborated using other methods of data collection.