EFFECT OF COMPETITIVE AGGRESSIVENESS ON ENTREPRENEURIAL ORIENTATION AND PERFORMANCE OF MICRO AND SMALL RESTAURANTS IN KAJIADO COUNTY, KENYA
Main Article Content
Abstract
This study examined effect of competitive aggressiveness on entrepreneurial orientation and performance of micro and small restaurants in Kajiado county, Kenya, focusing on price-cuts, quality complexity, heterogeneity and production capacity on push and pull motivation theory. The study adopted a cross-sectional descriptive survey design using mixed methods gathering data using structured questionnaires from 374 micro and small enterprise restaurants selected by purposive and stratified sampling from 5,789 micro and small enterprise restaurants in Kajiado county, Kenya on response rate of 84% (n=314) and data analysed descriptively using multivariate statistics and factor analysis. The study found competitive aggressiveness significant mediator of entrepreneurial orientation on performance of MSE restaurants in Kajiado county Kenya through price-cuts, quality complexity and heterogeneity & production capacity pointers positively related to performance values ({(R2=.015, R=.123)}, p<0.01), depicting numerous entrepreneurs in Kajiado county and in Kenya are competitively aggressive. The study recommends micro and small enterprise restaurants to motivate using price- cuts, quality complexity and heterogeneity and production capacity are fundamental in competitive aggressiveness, and future research be on quality complexity and heterogeneity & production capacity among MSE restaurant entrepreneurs in Kenya.
Article Details
Issue
Section
Articles
References
Adetayo Femi , Ademola Femi Temitayo, Jegede Oluwafemi Adebowale., & Areola Taiwo Oluwole.(2026). Investigating effects of competitive aggressiveness on marketing performance of small and medium enterprises in Ekiti State, Nigeria, Innovative research journal of sociology and humanities,vol. 3,no. 05, doi:10.58806/irijsh.2026.v3i5n05
Al-Hakimi, M. A., & Borade, D. B. (2020). The impact of entrepreneurial orientation on the supply chain resilience, Cogent Business & Management, vol.7, no.1, https://doi.org/10.1080/23311975.2020.1847990
Andreas, A. T., Asa, A. R., Nautwima, J. P., & Sunde, T. (2025). Entrepreneurial skills and MSE performance: examining the moderation effect of education on youth-owned businesses. Cogent Business & Management, vol. 12, no. 1, https://doi.org/10.1080/23311975.2025.2529977
Ayiro, Laban P. (2024). Educational research methods: A functional approach. Kenya literature bureau, http://repository.daystar.ac.ke/handle/123456789/5176
Bii J., Akuku C. and Geoffrey K., & Onyango R. (2023). Effect of competitive aggressiveness on performance of star rated hotels in North rift region, Kenya, International journal of business and management review, vol.11, no.8, Pp.1-16
Boris Urban., & Fikile Kanguwe. (2024). Organisational configurations explaining entrepreneurial orientation–performance–environment relationship: a focus on bricolage capability, organisational identity and absorptive capacity, Journal of Innovation and Entrepreneurship, Springer, vol. 13, no. 1, Pp. 1-29
Budiati Y, Untoro W, Wahyudi L,& Harsono M (2022). The mediating effect of strategy on entrepreneurial orientation and performance. Journal of research in marketing and entrepreneurship, vol. 24, no. 1, Pp. 1–22, doi: https://doi.org/10.1108/JRME-05-2020-0048
Civelek, M., Krajčík, V., & Fialova, V. (2023). The impacts of innovative and competitive abilities of SMEs on their different financial risk concerns: System approach. Oeconomia Copernicana, vol. 14, no. 1, Pp. 327-354, https://doi.org/10.24136/oc.2023.009
Civelek, M., Krajčík, V., & Fialova, V. (2023). The impacts of innovative and competitive abilities of SMEs on their different financial risk concerns: System approach. Oeconomia copernicana, vol. 14, no. 1, Pp. 327-354, https://doi.org/10.24136/oc.2023.009
Cowden, B. & Tang, J. (2021). Enhancing entrepreneurial orientation research: From theorizing to Measuring, Corbett, A.C., Kreiser, P.M., Marino, L.D. and Wales, W.J. (Ed.) Entrepreneurial orientation: Epistemological, theoretical, and empirical perspectives (Advances in entrepreneurship, firm emergence and growth, vol. 22), Emerald publishing limited, leeds, Pp. 69-86. https://doi.org/10.1108/S1074-754020210000022003
Field, A. (2024). Discovering statistics using IBM SPSS statistics. (7th ed.), Sage publishers limited, Newbury Park
Gitonga Peter Waweru, Wasike Judith Nelima., & Sagwa Evans Vidija. (2020). Influence of Internal organizational factors on e-procurement adoption in small and medium-sized enterprises in Nyeri County Kenya, European journal of business and management,vol.12, no.33, ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online
Hardle, Wolfgang Karl., Simar, Leopold. & Fengler, Matthias R. (2024). Applied multivariate statistical analysis, (6th ed.), NY, London, Springer
Karanja Anne Wanjiku., Muturi Willy., Kihara Allan.,& Nyang’au Samson Paul. (2026). Entrepreneurial orientation and performance of the hospitality industry in Nairobi County, Kenya, American journal of strategic studies, vol. 8, no. 1, pp 21 –42, SSN: 2790-6191 (Online)
Kiyabo Kibeshi., & Isaga Nsubili. (2020). Entrepreneurial orientation, competitive
advantage, and SMEs’ performance: application of firm growth and personal
wealth measures, Journal of innovation and entrepreneurship, vol. 9, 12, https://doi.org/10.1186/s13731-020-00123-7
Kline, Rex. B. (2023). Principles and practice of structural equation modeling (5th ed.), Guilford publications, ISBN 9781462551910
Liu G, Wang W, Duan Y, Chin T., & Mirone F (2025). How entrepreneurial orientation influences innovation performance? The effect of knowledge coupling. Journal of Knowledge Management, vol. 29,no. 1,Pp. 247–258, doi: https://doi.org/10.1108/JKM-04-2024-0506
Ministry of industrialization, trade and enterprise development, Kenya (MoITED). (2020). Kenya micro and small enterprises policy:Promoting micro and small enterprises, promoting micro and small entereprises (MSEs) for wealth and employment creation employment creation, March, 2020
Mulae Elizabeth. (2022). The micro and small medium enterprises development in Kenya, International development research Centre, Tralac law centre, 22nd December, 2022
Mwakuduwa, E. N., Njeri, I.,& Makungu, T (2024). Change management strategies and operational performance of the hospitality industry in selected coastal counties, Kenya. International Academic Journal of Economics and Finance, vol. 4, no. 2, P. 389-423
Nakate, M., Kwonyike, J., & Nassiuma, B. (2025). Innovation performance of small and medium enterprises: The impact of transformational leadership and work engagement in small and medium manufacturing enterprises in Greater Kampala Metropolitan Area, Uganda, African Journal of Empirical Research, vol. 6, no. 4, Pp. 310–326. https://doi.org/10.51867/ajernet.6.4.28
Panjaitan Hotman, Cempena Ida Bagus, Trihastuti Adiati.,& Panjaitan Feliks Anggia B. K.. (2021). The effect of competitive aggressiveness on business performance : A case study of private universities in Indonesia, Journal of asian finance, economics and business, vol. 8, no. 4, Pp. 0875–0884, https://doi:10.13106/jafeb.2021.vol8.no4.0875, Print ISSN: 2288-4637 / Online ISSN 2288-4645
Rachmawati, E., Suliyanto., & Suroso, A. (2022). Direct and indirect effect of entrepreneurial orientation, family involvement and gender on family business performance, Journal of family business management, vol. 12, no. 2, Pp. 214-236, https://doi.org/10.1108/JFBM-07-2020-0064
Ringo DS, Kazungu I, Tegambwage A (2023). The multidimensional implications of entrepreneurial orientation on export performance: empirical evidence from manufacturing SMEs in Tanzania, European journal of management studies, vol. 28, no. 1, Pp. 69–87, doi: https://doi.org/10.1108/EJMS-08-2022-0050
Sekaran, Uma., & Bougie, Rogers. (2025). Research methods for business: A skill-building approach, (9th, ed.), John Wiley & Sons, ISBN: 978-1-394-31896-4
Shaher, A. T., & Ali, K. A. (2020). The effect of entrepreneurial orientation on innovation performance: The mediation role of learning orientation on Kuwait SMEs, https://doi.10.5267/j.msl.2020.7.030
Surin Ehsan Fansuree, Oswald Edward Timothy, Shaaran Sayuthi & Ngah Rohana. (2023). Understanding entrepreneurial orientation based research: A Proposed new theoretical framework, Information management and business review (ISSN 2220-3796), vol. 15, no. 3(SI), Pp. 23-35, September 2023
Syed, I., Butler, J. C., Smith, R. M., & Cao, X. (2020). From entrepreneurial passion to entrepreneurial intentions: The role of entrepreneurial passion, innovativeness, and curiosity in driving entrepreneurial intentions. Personality and individual differences, 157, 109758. Google Scholar
Van Nes Raymond K., Seifert Charles F., Marler Janet H., Wales William J., Hughes Mark E.. (2020). Proactive entrepreneurs: Who are they and how are they different? Journal of entrepreneurship, vol. 29,no. 1: 148-175 (February 2020)
Wales William J., Kraus Sascha, Filser Matthias, Stockmann Christoph.,& Covin Jeffrey G. (2021). The status quo of research on entrepreneurial orientation: Conversational landmarks and theoretical scaffolding, Journal of business research 128, Pp.564–577
Wandera, R. W. ., Namusonge, G. S. ., & Sakwa, M. M. . (2022). The effect of Inter-supplier rivalry practices on the performance of motor vehicle assembly companies in Kenya. American journal of supply chain management, vol. 7, no. 1, Pp. 42- 60, https://doi.org/10.47672/ajscm.1255
Wangui, M. (2020). Influence of business survival strategies on growth of small and medium enterprises in Narok town, Narok county [Thesis, Strathmore University]. http://hdl.handle.net/11071/10426
Yaser Hasan Al-Mamary., & Mohammad Alshallaqi. (2022). Impact of autonomy, innovativeness, risk-taking, proactiveness, and competitive aggressiveness on students’ intention to start a new venture, Journal of innovation & knowledge, 7 (2022) 100239, https://doi.org/10.1016/j.jik.2022.100239
Al-Hakimi, M. A., & Borade, D. B. (2020). The impact of entrepreneurial orientation on the supply chain resilience, Cogent Business & Management, vol.7, no.1, https://doi.org/10.1080/23311975.2020.1847990
Andreas, A. T., Asa, A. R., Nautwima, J. P., & Sunde, T. (2025). Entrepreneurial skills and MSE performance: examining the moderation effect of education on youth-owned businesses. Cogent Business & Management, vol. 12, no. 1, https://doi.org/10.1080/23311975.2025.2529977
Ayiro, Laban P. (2024). Educational research methods: A functional approach. Kenya literature bureau, http://repository.daystar.ac.ke/handle/123456789/5176
Bii J., Akuku C. and Geoffrey K., & Onyango R. (2023). Effect of competitive aggressiveness on performance of star rated hotels in North rift region, Kenya, International journal of business and management review, vol.11, no.8, Pp.1-16
Boris Urban., & Fikile Kanguwe. (2024). Organisational configurations explaining entrepreneurial orientation–performance–environment relationship: a focus on bricolage capability, organisational identity and absorptive capacity, Journal of Innovation and Entrepreneurship, Springer, vol. 13, no. 1, Pp. 1-29
Budiati Y, Untoro W, Wahyudi L,& Harsono M (2022). The mediating effect of strategy on entrepreneurial orientation and performance. Journal of research in marketing and entrepreneurship, vol. 24, no. 1, Pp. 1–22, doi: https://doi.org/10.1108/JRME-05-2020-0048
Civelek, M., Krajčík, V., & Fialova, V. (2023). The impacts of innovative and competitive abilities of SMEs on their different financial risk concerns: System approach. Oeconomia Copernicana, vol. 14, no. 1, Pp. 327-354, https://doi.org/10.24136/oc.2023.009
Civelek, M., Krajčík, V., & Fialova, V. (2023). The impacts of innovative and competitive abilities of SMEs on their different financial risk concerns: System approach. Oeconomia copernicana, vol. 14, no. 1, Pp. 327-354, https://doi.org/10.24136/oc.2023.009
Cowden, B. & Tang, J. (2021). Enhancing entrepreneurial orientation research: From theorizing to Measuring, Corbett, A.C., Kreiser, P.M., Marino, L.D. and Wales, W.J. (Ed.) Entrepreneurial orientation: Epistemological, theoretical, and empirical perspectives (Advances in entrepreneurship, firm emergence and growth, vol. 22), Emerald publishing limited, leeds, Pp. 69-86. https://doi.org/10.1108/S1074-754020210000022003
Field, A. (2024). Discovering statistics using IBM SPSS statistics. (7th ed.), Sage publishers limited, Newbury Park
Gitonga Peter Waweru, Wasike Judith Nelima., & Sagwa Evans Vidija. (2020). Influence of Internal organizational factors on e-procurement adoption in small and medium-sized enterprises in Nyeri County Kenya, European journal of business and management,vol.12, no.33, ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online
Hardle, Wolfgang Karl., Simar, Leopold. & Fengler, Matthias R. (2024). Applied multivariate statistical analysis, (6th ed.), NY, London, Springer
Karanja Anne Wanjiku., Muturi Willy., Kihara Allan.,& Nyang’au Samson Paul. (2026). Entrepreneurial orientation and performance of the hospitality industry in Nairobi County, Kenya, American journal of strategic studies, vol. 8, no. 1, pp 21 –42, SSN: 2790-6191 (Online)
Kiyabo Kibeshi., & Isaga Nsubili. (2020). Entrepreneurial orientation, competitive
advantage, and SMEs’ performance: application of firm growth and personal
wealth measures, Journal of innovation and entrepreneurship, vol. 9, 12, https://doi.org/10.1186/s13731-020-00123-7
Kline, Rex. B. (2023). Principles and practice of structural equation modeling (5th ed.), Guilford publications, ISBN 9781462551910
Liu G, Wang W, Duan Y, Chin T., & Mirone F (2025). How entrepreneurial orientation influences innovation performance? The effect of knowledge coupling. Journal of Knowledge Management, vol. 29,no. 1,Pp. 247–258, doi: https://doi.org/10.1108/JKM-04-2024-0506
Ministry of industrialization, trade and enterprise development, Kenya (MoITED). (2020). Kenya micro and small enterprises policy:Promoting micro and small enterprises, promoting micro and small entereprises (MSEs) for wealth and employment creation employment creation, March, 2020
Mulae Elizabeth. (2022). The micro and small medium enterprises development in Kenya, International development research Centre, Tralac law centre, 22nd December, 2022
Mwakuduwa, E. N., Njeri, I.,& Makungu, T (2024). Change management strategies and operational performance of the hospitality industry in selected coastal counties, Kenya. International Academic Journal of Economics and Finance, vol. 4, no. 2, P. 389-423
Nakate, M., Kwonyike, J., & Nassiuma, B. (2025). Innovation performance of small and medium enterprises: The impact of transformational leadership and work engagement in small and medium manufacturing enterprises in Greater Kampala Metropolitan Area, Uganda, African Journal of Empirical Research, vol. 6, no. 4, Pp. 310–326. https://doi.org/10.51867/ajernet.6.4.28
Panjaitan Hotman, Cempena Ida Bagus, Trihastuti Adiati.,& Panjaitan Feliks Anggia B. K.. (2021). The effect of competitive aggressiveness on business performance : A case study of private universities in Indonesia, Journal of asian finance, economics and business, vol. 8, no. 4, Pp. 0875–0884, https://doi:10.13106/jafeb.2021.vol8.no4.0875, Print ISSN: 2288-4637 / Online ISSN 2288-4645
Rachmawati, E., Suliyanto., & Suroso, A. (2022). Direct and indirect effect of entrepreneurial orientation, family involvement and gender on family business performance, Journal of family business management, vol. 12, no. 2, Pp. 214-236, https://doi.org/10.1108/JFBM-07-2020-0064
Ringo DS, Kazungu I, Tegambwage A (2023). The multidimensional implications of entrepreneurial orientation on export performance: empirical evidence from manufacturing SMEs in Tanzania, European journal of management studies, vol. 28, no. 1, Pp. 69–87, doi: https://doi.org/10.1108/EJMS-08-2022-0050
Sekaran, Uma., & Bougie, Rogers. (2025). Research methods for business: A skill-building approach, (9th, ed.), John Wiley & Sons, ISBN: 978-1-394-31896-4
Shaher, A. T., & Ali, K. A. (2020). The effect of entrepreneurial orientation on innovation performance: The mediation role of learning orientation on Kuwait SMEs, https://doi.10.5267/j.msl.2020.7.030
Surin Ehsan Fansuree, Oswald Edward Timothy, Shaaran Sayuthi & Ngah Rohana. (2023). Understanding entrepreneurial orientation based research: A Proposed new theoretical framework, Information management and business review (ISSN 2220-3796), vol. 15, no. 3(SI), Pp. 23-35, September 2023
Syed, I., Butler, J. C., Smith, R. M., & Cao, X. (2020). From entrepreneurial passion to entrepreneurial intentions: The role of entrepreneurial passion, innovativeness, and curiosity in driving entrepreneurial intentions. Personality and individual differences, 157, 109758. Google Scholar
Van Nes Raymond K., Seifert Charles F., Marler Janet H., Wales William J., Hughes Mark E.. (2020). Proactive entrepreneurs: Who are they and how are they different? Journal of entrepreneurship, vol. 29,no. 1: 148-175 (February 2020)
Wales William J., Kraus Sascha, Filser Matthias, Stockmann Christoph.,& Covin Jeffrey G. (2021). The status quo of research on entrepreneurial orientation: Conversational landmarks and theoretical scaffolding, Journal of business research 128, Pp.564–577
Wandera, R. W. ., Namusonge, G. S. ., & Sakwa, M. M. . (2022). The effect of Inter-supplier rivalry practices on the performance of motor vehicle assembly companies in Kenya. American journal of supply chain management, vol. 7, no. 1, Pp. 42- 60, https://doi.org/10.47672/ajscm.1255
Wangui, M. (2020). Influence of business survival strategies on growth of small and medium enterprises in Narok town, Narok county [Thesis, Strathmore University]. http://hdl.handle.net/11071/10426
Yaser Hasan Al-Mamary., & Mohammad Alshallaqi. (2022). Impact of autonomy, innovativeness, risk-taking, proactiveness, and competitive aggressiveness on students’ intention to start a new venture, Journal of innovation & knowledge, 7 (2022) 100239, https://doi.org/10.1016/j.jik.2022.100239