Influence of Technology Differentiation Strategy on Organizational Performance of Insurance Companies in Nakuru East and West Sub-Counties, Kenya

Technology differentiation strategies are the most crucial components for maintaining and improving organizations' performance in a competitive business environment. There has been increased competition and an expanded level of regulations which have intensified the pressure on the insurance business in Kenya. Insurance companies are hence struggling to cope with increased market share competition as well as market dynamics thus difficult to maintain effective organizational performance. This necessitated the examining of the influence of technology differentiation strategy on organizational performance of insurance companies in Nakuru East and West Sub-counties. The study was anchored on Porter's Generic Strategies Theory. It adopted a census technique to include all the branch managers and office administrators of insurance companies. Questionnaires were used in data collection and were analyzed using descriptive and inferential statistical techniques with aid of the Statistical Package for Social Sciences. The descriptive and inferential findings showed that technology differentiation strategy influences organizational performance. The study concluded that technology differentiation strategy enables insurance companies to distinguish their services from competitors. The ability to apply differentiated technology makes insurance companies appeal more to the customers in providing policies and associated services. This increases product attractiveness and leads to increased revenue and profitability. The study recommends the integration of technology differentiation strategy into strategic management plans to promote efficiency, product innovativeness, and uniqueness required in the changing business environment