The Influence of Strategic Alignment Capability on Sustainability of Consumer Electronics Retail firms in Kenya

Abstract

Abstract

The purpose of the study was to assess the influence of strategic alignment capability on sustainability in consumer electronics retail firms in Kenya. The study sought to address the following research questions: To what extent does strategic alignment capability influence sustainability in consumer electronics retail firms in Kenya? To achieve the objective of the current study, the study was underpinned by three theories namely the Resource Based View Theory, the Sustainability Theory and the Organizational capability Theory. A positivistic epistemological philosophy was adopted.  Using Slovin's formula, a sample size of 207 respondents was collected and the target population comprised of 431 consumer electronics retail firms. Out of which 200 were properly filled and returned, with a response rate of 96.6%. Stratified sampling was done so that the responses' representation was proper across the country.  The analysis was conducted using SPSS Version 25.0; and expressed as frequencies, percentages and narratives and presented in the form of tables and figures.  A questionnaire was used to collect primary data which were analyzed using descriptive and inferential statistics using SPSS software. For the research objective, correlation analysis results revealed a positive and significant relationship between strategic alignment capability and sustainability. For descriptive statistics, the study revealed a mean rating of 4.06 and a standard deviation of .87; for inferential statistics, r (200) = .587, p < .05. The results of multiple linear regression analysis revealed that strategic alignment capability significantly predicted sustainability, R2 = .477, F (200) = 180.867, p < .05; β =. 691, p < .05. Consequently, the null hypothesis that strategic alignment capability has no significance influence on the sustainability of consumer electronic retail firms in Kenya was rejected.