Journal of Marketing Management

The Influence of Organizational Culture and Marketing Capabilities on Performance of Microfinance Institutions in Kenya
Owino Joseph Odhiambo, Francis Kibera, Raymond Musyoka

Abstract
The purpose of our study is to assess the influence of organizational culture and marketing capabilities on performance of microfinance institutions in Kenya. We adopt descriptive cross-sectional survey design and collect data from members of the Association of Microfinance Institutions in Kenya. We test our hypothesized relations through hierarchical regression analysis. Our results reveal that organizational culture has positive and significant influence on performance. We demonstrate that marketing capabilities is strongly and positively linked to performance. Findings of the study have implications for marketing theory and practice. Our results support resource advantage theory; resource based theory and the dynamic capability theory. Our results show that product capability appears to overshadow other components of marketing capabilities in influencing performance. We conclude that organizational culture and product capability strongly influence performance outcomes of microfinance institutions in Kenya. However, due to the limitation of the cross-sectional research design, we recommend the use of triangulated approach in studies of similar nature.

Full Text: PDF     DOI: 10.15640/jmm.v3n1a9