Determining Strategy Orientation Adopted by Public Universities in Western Kenya

The education sector contributed to 6.7 % of Kenyas Gross Domestic Product in 2009/10. According to Kenya National Audit Report 2011/2012, Public Universities are running on deficits with those in Western Kenya incurring deficits of over Kshs.300million. Public Universities though non-profit, are still expected by the government to raise funds for effective operations. The deficits have resulted to poor performance, lack of innovation, ineffective processes, customer dissatisfaction and stalled projects, indicating ineffective implementation of strategies. Strategy orientation has been linked to positive performance, however information on adoption of strategy orientations in public universities in Western Kenya is unknown. The purpose of this study was to establish the extent of strategy orientation adopted by public universities in Western Kenya, a region with relatively many newly created universities, whose growth, if well managed, has the potential for driving socio-economic development. The study adopted a census survey using cross sectional data of the 4 public universities in Western Kenya that have been in operation for over 5years from the time they were still constituent colleges. The population was 178 staff comprising of 166senior managers including Deans, Chairs of Departments, Registrars, Finance Officers, Librarians and 12top managers including Vice-Chancellors and their deputies. The response rate was 84 %. Primary data was collected using interview schedule and structured questionnaire while secondary data was sourced from literature. A cronbach alpha value of 0.621 was obtained, which was more than 0.6 thus satisfactory. Descriptive statistics of means, standard deviation and percentages was used to establish strategy orientation. The findings revealed that strategy orientations adopted were prospectors at 31.4 %, analyzers 27.9 %, defenders 25 % and reactors 15.7 %. The findings implied that universities were prospective in nature. The study recommended the need for universities to continue enhancing prospector strategy. Other public universities can draw important policy guidelines regarding the status of strategy orientations. Strategy orientation, Prospector, Defender, Reactor, Analyzer