Strategic Management Practice Critical Success Factors and Green Marketing Strategy Status among Solar Energy Technology Dealers in Nairobi County in Kenya

The energy sector in Kenya contributes significantly to the country's economic development by creating employment opportunities and raising people's living standards. However, there is compelling evidence that solar energy technology products end of life e-waste poses great danger to the environment today and hence remains a strategic management challenge, not only for Kenya but the whole world. This study therefore employed strategic management concept in analyzing and understanding the strategic management practice critical success factors explaining green marketing strategy status among solar energy technology dealers in Nairobi County in Kenya. The study was underpinned by Resource Based Theory and Stakeholder Theory. The specific objectives were to establish the influence of Technological CSFs, organizational CSFs, environmental CSFs and individual CSFs on Green Marketing Strategic Management Practices among solar energy technology dealers in Nairobi. Descriptive research design was adopted with a target population comprising of all 521 solar energy dealer business firms situated within the Nairobi city county area according to EPRA (2022) registration records. The sample size comprised 226 respondents selected using purposive sampling method so that only those with at least five years’ experience in the solar energy supply business in Kenya were included. Both open and closed ended questionnaires were then administered to them to collect both qualitative and quantitative data for analysis. The data was analyzed into both descriptive and inferential statistics and presented using frequency tables and chats. The study found that technological factors (β=0.52, p=0.0023) and organizational factors (β=0.99, p=0.0002) had a positive and significant effect on GMSS, while environmental factors (β=-0.47, p=0.0615) and individual factors (β=0.37, p=0.0741) had no significant effect, with the model explaining 27.1% of GMSS variance (R=0.52, R²=0.271, p=0.003). The study recommends that all the technological factor indicators identified in the study be put into consideration when developing and implementing green marketing strategy and associated strategic management practices, especially for the solar energy technology market in Kenya. Keywords: Strategic Management Practices, Solar Energy Technology, individual CSFs, Green Marketing, Technological CSFs, organizational CSFs, environmental CSFs