Strategic Positioning and Competitive Advantage of Selected Multimedia Firms in Kigali, Rwanda

Ananias Shiramanyama () and PhD Dr. Malgit Amos Akims ()

International Journal of Strategic Management, 2025, vol. 4, issue 1, 80 - 101

Abstract: Purpose: To assess the effects of strategic positioning on the competitive advantage of multimedia companies in Rwanda, focusing on selected firms: Tele 10, Azam, and Canal+. Methodology: A cross-sectional research design and a mixed-methods approach were utilized. Data were collected through interviews, surveys, and document review. Employing the purposive sampling method, the study had a sample size of 112 respondents same number as the target population of individuals from three selected Multimedia companies, using the universal sampling method. Findings: The findings reveal that customer-centric strategies significantly enhance operational efficiency, brand reputation, and market share (β = 0.163, p = 0.007). Strategic leadership plays a pivotal role in vision setting, decision-making, and adaptability, driving sustainable growth (β = 0.241, p = 0.002). Product differentiation, through unique content and market segmentation, contributes to brand distinctiveness (β = 0.156, p < 0.001). Continuous improvement emerges as the most critical driver, fostering creativity, technological advancements, and service quality improvements (β = 0.437, p < 0.001). Respondents overwhelmingly emphasized the importance of aligning strategic decisions with customer needs, highlighting the value of feedback-driven improvement and exceptional service delivery. The study demonstrates strong interrelations among the factors, with continuous improvement showing the highest predictive power. The combined influence of the variables explains 89.7% of the variance in competitive advantage (R² = 0.897, F = 227.383, p < 0.001). Unique Contribution to Theory, Practice and Policy: The study offers actionable insights for stakeholders in the multimedia industry, emphasizing the necessity of balancing customer-centric approaches, adaptive leadership, distinct product offerings, and continuous improvement-driven strategies. Competitive success lies in leveraging the synergistic effects of these elements to create sustainable value in a highly dynamic and competitive market environment.

Keywords: Strategic Leadership; Customer Focus; Product Differentiation; Continuous Improvement; Competitive Advantage (search for similar items in EconPapers)
Date: 2025
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