Effects Of Marketing Strategies On Internationalization Of Indigenous Commercial Banks In Kenya

ABSTRACT One of the environmental influences to a business arises from competition. Banks have to respond strategically to environmental factors in order to be sustainable. Increased competition threatens the attractiveness of an industry and reduces the profitability of the players (Hamel and Prahalad, 1993). To succeed in the long term, organizations must compete effectively and out-perform their rivals in a dynamic environment. To accomplish this they must find suitable ways for creating and adding value for their customers. Indigenous Kenyan commercial banks use a variety of marketing str…