Assessment Of The Relationship Between Generic Strategies And Competitive Advantage Among Organisations In The Tourism Industry In Kenya

ABSTRACT  Tough economic times, stiff competition, globalization, terrorism among other challenges have led several firms to adopt strategies that would enable them to remain competitive in whichever industry they are operating in. The commonly known competitive strategies are the Cost Leadership, Differentiation and Focus. Whatever the choice a company makes to position the firm in the competitive market is dictated by the industry structure (attractiveness) and the environmental forces which may emanate from the macro and micro levels. For a firm to win, it will depend on how it is able to a…