Authors : Christine Namalwa Mbanacho; Tom Kawino

Volume/Issue : Volume 11 - 2026, Issue 10 - October

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Google Scholar : https://tinyurl.com/3hpk5cnv

DOI : https://doi.org/10.38124/ijisrt/26Oct1291

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

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Abstract : This paper examines the relationship between customer focus, product diversification and competitive advantage among pharmaceutical manufacturing companies in Nairobi City County, Kenya. It draws on the first two objectives of a wider study of strategic management drivers and competitive advantage. The study was guided by Strategic Management Theory and supported by the Resource-Based View and Profit Maximisation Theory. A cross-sectional survey design was adopted, targeting 105 middle- and senior-level managers across 15 pharmaceutical manufacturing companies.

Keywords : Competitive Advantage, Customer Focus, Pharmaceutical Manufacturing, Product Diversification, Strategic Management.

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