Effect of Strategic Change on Performance of Media Firms in Nairobi Kenya

Purpose: Given the rapidly evolving media landscape in Nairobi, Kenya, which presents a unique opportunity to explore the impact of strategic change on organizational performance, this study addresses the effectiveness of various change strategies thereby offering valuable insights for media managers and policymakers striving to enhance the resilience and growth of media enterprises in Nairobi. Design/Methodology/Approach: Employing descriptive and correlational research design, the study used closed ended questionnaires with a sample of 122 departmental heads out of a target population of 176 departmental heads from 6 major media firms in Nairobi; Nation Media Group, Standard Group, Royal Media Services, Mediamax Network Limited, Radio Africa Group and Capital Group Limited. The departmental heads for editorial, technical, sales and marketing, administrative and public relations formed the target and sample. Simple random sampling and stratified sampling techniques were adopted. Data was analyzed using descriptive and inferential statistics. Data was presented using tables. Findings: Strategic Change significantly affected performance in media firms P 0.00<0.05. This suggests that strategic change variables had a significant effect on performance of media firms hence rejection of null hypothesis. Implications/Originality/Value: The study recommends that media firms should adopt a systematic change management strategy to facilitate seamless transitions and cultivate leadership abilities at all levels to enable leaders to proficiently initiate and oversee changes.