Abstract: The purpose of the study is to assess product differentiation strategy implementation on the performance of Yana trading limited, Kenya. The objectives of the study are to examine product differentiation strategy adopted by Yana Trading (K) Limited effect on performance. The study is of great importance to various stakeholders in the organization especially the management team by providing them with information and knowledge on the relationship between differentiation strategy and firm performance. Other beneficiaries include policy makers and future scholars. The study is guided by Institutional Theory, Resource Based View, Dynamic Capabilities Theory and Industrial Organisation Theory.
Keywords: product differentiation, strategy implementation, performance.
Title: Assessment of Differentiation Strategy Implementation on Performance of Yana Trading Limited, Kenya
Author: Dr. Shitseswa E. Ayub, Abigael Ijika Agufa
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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