ANALYSIS OF GLOBAL EXPANSION STRATEGIES ON GROWTH OF SOAPSTONE INDUSTRY IN KISII COUNTY, KENYA
Abstract
The production of soapstone items in Kisii County, Kenya, is one of the oldest traditional handicraft activities and has historically supported local livelihoods through the sale of handcrafted products. The introduction of imported and industrial goods during the colonial period created strong competition, reducing the market share of locally produced soapstone products. Over time, producers diversified their products to target tourism and export markets, although the industry is still dominated by a small number of producers operating within limited markets, contributing to low income levels in the region. This study examined the effect of global expansion strategies on the growth of the soapstone industry in Kisii County, Kenya. The specific objectives were to examine the effect of partnership strategy, proactive strategy, and reinvestment strategy on the growth of the soapstone industry in Kisii County. The study was guided by Industry Life Cycle Theory and Mercantilism Theory. It adopted a pragmatism philosophy and a mixed-methods research design. Data were collected using structured questionnaires from 386 respondents selected from a target population of 10,600 using Yamane’s formula. Quantitative and qualitative data were analyzed using descriptive and inferential statistics with the aid of SPSS software. Reliability was tested through a pilot study and Cronbach’s Alpha, while validity was enhanced through expert review and proper alignment of the research instrument with the study objectives. The findings revealed a significant positive relationship between global expansion strategies and the growth of the soapstone industry. Regression results showed that partnership, proactive, and reinvestment strategies significantly predicted industry growth. The study concludes that effective adoption of global expansion strategies enhances the growth and competitiveness of the soapstone industry. The study recommends that industry players strengthen strategic collaboration, improve reinvestment practices, and adopt proactive market positioning to enhance resource sharing, market access, and competitiveness in local and international markets.
Keywords: Global Expansion, Strategies, Growth of Soapstone, Industry, Kisii County
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