ENVIRONMENTAL UNCERTAINTY AND STRATEGY IMPLEMENTATION WITHIN PRIVATE CHARTERED UNIVERSITIES IN KENYA

Abstract

The study objectives were to establish the influence of environmental uncertainty on strategy implementation within private chartered universities in Kenya and to determine the approaches that private universities employ to reduce the effects of environmental uncertainty. The design of the study was a cross sectional survey. This study considered the Universities that are Private, Chartered and are registered and authorized by the Commission for University Education (CUE) to run education in Kenya. There are a total of seventeen (17) Universities. The study collected data from the top managers; these included the Vice Chancellors, their deputies, registrars and Heads of strategy management teams. Questionnaires were used in gathering primary facts for the study. Standard deviation, mean scores, frequency distribution tables and percentages were used to present data. Then the results from questions that were open ended were coded.  Standard deviation and the Mean were applied for the Likert scale responses. Recommendations and conclusions concerning the study were extracted from the outcome of the research. The study established that environmental uncertainties greatly influence strategy implementation within private chartered universities in Kenya and that universities employ various strategies in dealing with the effect of environmental uncertainty, they include: coming up with a register of risks and mitigating measures; concentrate on co programs; controlling of costs; ensuring quality education is offered; ensuring a good student body; have less aggressive strategy; have the right information about the costumers; tailor products to suit the current market. The study recommends that private Universities should be encouraged to lean more on areas like research and other areas of activities that are income generating instead of highly depending on tuition fees. This can be done through seeking affiliations with research institutes like KEMRI and KARI. They should also seek bilateral agreements with the government seeking the introduction of subsidized programmes for low income qualified students. This can be done through grants and scholarships instead of loans from HELB which is questionable on how they deal with private university students. Universities should conduct continuous monitoring and evaluation of strategies adapted to ensure that their strategies are always at per with the dynamic and uncertain environments they operate in. it is also recommended that Private Universities should embrace strategic leadership as this helps these institutions to become more competitive. The study recommends replication of the study in public universities. The study also recommends a comparative analysis between Private and Public Universities performance in relation to the effects of environmental uncertainty on their strategies.