CONTRIBUTION OF TOP MANAGEMENT LEADERSHIP AND COMMITMENT TO INNOVATION TOWARD EFFECTIVE CRISIS MANAGEMENT AT SAFARICOM PLC KENYA

Abstract

There are many similarities between organizational innovations and crisis management. A crisis can take many different shapes. If not properly managed, a crisis can lock an organization out of business. The objective of the study was to determine and establish the contribution of product innovations toward effective crisis management at Safaricom PLC Kenya. The study was supported by the Dynamic Capability Theory and the Resource Based View Theory.  A total of 90 employees of Safaricom Kenya drawn from various departments formed the study's target population. The study sample was 30 employees computed as 30% of the target population. The data collection instrument for this study was a structured questionnaire. The program, Statistical Package for Social Sciences (SPSS) version 25 was used to code the data and then analyze it. Both descriptive statistics (frequency, means, and percentages) and inferential statistics were used to examine the data (regression analysis). Graphs and tables were used to present the findings. The study established that effective crisis management was not significantly predicted by top management leadership and commitment. The study established product innovation was a significant predictor of effective crisis management. Safaricom’s product innovation strategy focuses on improving product performance during a crisis. The study concluded that product innovation strategy though well focused was not adequate during a crisis. The study thus, recommended that the top management team at Safaricom PLC should consider carrying out research and development (R & D) so that appropriate product innovation strategies that focus on the improvement of product performance and product quality during a crisis are developed. The findings of this study can be utilized by the management at Safaricom Kenya Limited in guiding the formulation of supportive policies and procedures that enhance the contribution of product innovation to effective management.