Influence of strategy typology on performance of freight forwarding companies in kenya

Strategic management scholars have argued that firms in the same industry have varying performance outcome attributed to several aspects such as those registering exemplary performance embracing strategy typologies in the face of intense market demands and rapidly changing competition to survive and maintain superior performance. The aim of this study was to establish the influence of strategy typology on performance of freight forwarding companies in Kenya. The research was based on the industrial organizational economic theory. Positivism research philosophy and descriptive cross-sectional survey were used. Stratified random sampling was applied to derive a study sample of 120 freight forwarding firms. Primary data was collected using semi-structured questionnaires. Data was analyzed using regression analysis. The results of the study showed that there was a significant influence of strategy typology on organizational performance. The finding supported the arguments that industrial organization economic theory assumed that an organization’s performance and ultimate survival depend on its ability to adapt to industry forces, even though the organization has limited control. The study is set to enable management to make informed decisions while planning for their medium and long-term strategies. Strategies that are appropriately implemented enable the organization to compete and record improved performance. The researcher recommended replication of the study in different sectors and countries to enhance understanding of the relationship between strategy typology and organizational performance.