Market Development Strategy and the Performance of Chartered Universities in Kenya

Patriciah Wanjeri Murage, Daniel Auka, George Owuor and Henry Kombo
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Patriciah Wanjeri Murage: PhD Fellow, Department of Business Administration, Egerton University, Kenya
Daniel Auka: Professor, Department of Business Administration, Egerton University, Kenya
George Owuor: Professor, Department of Agricultural Economics and Business Management
Henry Kombo: Professor, Department of Business Administration, Egerton University, Kenya

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 7, 3006-3021

Abstract: In recent years, universities in Kenya have encountered significant challenges, including declining government funding, heightened competition and shifting student expectations. To navigate these complexities, institutions have increasingly adopted market-oriented strategies to sustain operations and enhance performance. As a result, chartered universities have embraced various growth strategies to maintain financial stability and remain competitive in the evolving higher education landscape. This study examined the effect of market development on the performance of public and private chartered universities in Kenya. Grounded in the Strategic Fit Theory and the Resource-Based Theory, the study provides insights into how strategic expansion initiatives and financial frameworks shape institutional performance.

Date: 2025
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