Influence of Strategic Management Approaches on Corporate Performance at East African Breweries Limited

Abstract

The purpose of this study was to establish the influence of strategic management approaches on corporate performance at East African Breweries Limited. The study was guided by three specific objectives: to determine the influence of strategic out-sourcing, to evaluate the influence of strategic resource management and to assess the effect of innovation in achieving Corporate performance. The study was supported by general theory of innovation, resource dependence theory and resource based view theory. The study adopted a case study research design. A sample size of 132 was drawn from the targeted population of 1700 employees. The study adopted a simple random sampling technique. The data collection procedures used was a “drop- and- pick later” technique and by use of a semi-structured questionnaire. Due to the data being qualitative and quantitative in nature, the study used content analysis, descriptive statistics; frequencies and percentages; and inferential statistics to show relationship between the study variables. Data was presented in form of tables and figures for easy understanding of the results. The study found all the independent variables positively related to the dependent variable. The study recommends that since strategic outsourcing was established as a critical factor affecting corporate performance, the top management of East Africa Breweries Ltd should ensure its full implementation for corporate performance. The human resource departments need to strengthen their strategic human resource components.