Influence of Strategic Business Models on Performance of Women-Led Community-Based Micro-Enterprises in Kenya

Abstract

The main objective of this study was to determine the influence of strategic business models on performance of women-led community-based micro-enterprises in Kenya. The specific objectives were to determine the influence of bricks and clicks model on performance of women-led community-based micro-enterprises in Kenya; to establish the influence of cutting out the middle man model on performance of women-led community-based micro-enterprises in Kenya; to assess the influence of freemium model on performance of women-led community-based micro- enterprises in Kenya; and to determine the influence of multilevel marketing model on performance of women-led community-based micro-enterprises in Kenya. The population for this study consisted of the employees and owners of WLCBMEs. The total target population was 781.A total of 257respondents were used as the sample size for the study. Descriptive survey design was used in this study. Primary and secondary data was used. While self-administered questionnaire and interview guide was used to collect primary data, the study reviewed the previous evaluation reports to seek the secondary data on performance. The data collected was then analyzed by both descriptive and inferential statistical tools. Being that the current research was dealing with the influence study, the researcher therefore used regression model as a tool of analysis and the information generated was presented in form of tables. The study found out that Bricks and Clicks model had significant influence on Performance of WLCBMEs. The findings also indicated that there was a positive relationship between Bricks and Clicks model and organization performance. Consequently, the null hypothesis was rejected. There was positive and significant relationship between Cutting-out Middle Man Model and Performance of WLCBMEs. The study also found out that there was a positive and significant relationship between Freemium model and Performance of WLCBMEs. The hypothesis was also tested and the null hypothesis was consequently rejected. Lastly, the study found out that there was a positive and significant relationship between Performance of WLCBMEs and Multi-level marketing. With reference to the findings of the study, the following recommendations were made: On the basis of bricks and clicks model, the researcher recommends that the employees, owners of WLCBMEs and business people should be educated on the business model putting more emphasis on its meaning, how it works and how it can benefit the business. With regard to the cutting out the middle man model, the study recommends that the model should be used wherever necessary and as much as possible for the benefit of the enterprises. The study therefore can recommend that the enterprises should adopt this model more in the business to improve on the profitability.