Customer Focus, Product Diversification and Competitive Advantage of Pharmaceuticals in Nairobi City, Kenya

This paper examines the relationship between customer focus, product diversification and competitive advantage among pharmaceutical manufacturing companies in Nairobi City County, Kenya. It draws on the first two objectives of a wider study of strategic management drivers and competitive advantage. The study was guided by Strategic Management Theory and supported by the Resource-Based View and Profit Maximisation Theory. A cross-sectional survey design was adopted, targeting 105 middle- and senior-level managers across 15 pharmaceutical manufacturing companies.