The impact of sustained competitive advantage strategies on firm performance: A case study of Nyaradzo group

Abstract

For organizations to survive in this volatile and intense competitive environment they should gain sustainable competitive advantage. The aim of the study was to assess the impact of sustainable competitive advantage strategies on firm performance of Nyaradzo group. The study analyzed five strategies namely resource based strategy, capability strategy, differentiation, cost leadership and total quality management. The target population of the study consisted of 1500 Nyaradzo group employees including managerial and non-managerial employees, with a sample size of 316 using stratified sampling. Primary data was collected using structured questionnaires and there was an 83% response rate. The study adopted a quantitative methodology and deductive approach. The findings affirmed a positive and statistically significant impact between sustained competitive advantage strategies and firm performance. The conclusion to the main and sub-questions was that, of the five strategies implemented by Nyaradzo Group, Total Quality Management, Differentiation and Capabilities have a significant and positive impact on Nyaradzo performance. Based on these findings, the researcher recommended that the Nyaradzo group management should channel more resources towards Total Quality Management followed by differentiation strategy and lastly to the capability strategy as they have a significant positive impact in firm performance. It is also recommended that policymakers should utilize these findings in crafting policies that help in growing the assurance industry and enhance contribution to the gross domestic product (GDP) of the country.