EFFECT OF STRATEGIC POSITIONING ON PERFORMANCE OF PROFESSIONAL BODIES IN NAIROBI COUNTY: A CASE STUDY OF THE INSTITUTE OF CERTIFIED PUBLIC ACCOUNTANTS OF KENYA

Abstract

The general objective of this study was to investigate the effect of strategic positioning on the performance of Professional bodies in Nairobi County. The study focused on technological change, trademark equity, strategic alliances and product reengineering as strategic positioning practices. The analysis was descriptive in nature and the researcher used a case scrutiny method. The target population of this investigation was the Institute of Certified Public Accountants of Kenya, ICPAK. This means that the staff working at the Institute were the target population of the research investigation. Data was collected using a questionnaire and analyzed through regression and correlation analysis. The findings indicated that the four strategic positioning practices have a positive and significant effect on the performance of Professional bodies within Nairobi County. The investigation recommends Professional bodies to practice more of technological change, strategic alliances, product reengineering and trademark equity. This can be done by adoption of online services, ICT infrastructure and innovation; improving the corporate image, customer’s loyalty and negotiating power of the organization ; enhancing partnership, synergy development and outsourcing ; launching new products, improving the existing products and change management

Key Words: Technological Change, Trademark Equity, Strategic Alliances, Product Reengineering, Performance of Professional Bodies