Publication:

Influence of Apples' Competitive Positioning on Performance of Wearable Technology Market in Nairobi County, Kenya

This study analyzed the influence of apples’ competitive positioning on the performance of wearable technology market in Nairobi County, Kenya. The specific objectives of the study were to determine the influence of customer service positioning and establish the influence of ecosystem lock-in position on the performance of wearable technology market, Kenya. The study utilized a cross sectional research design. A sample size of 118 respondents was determined from a target population of 177 people using Krejcie and Morgan Table. Questionnaires and interview schedules were used in collecting data. The instruments were tested for reliability using Cronbach’s Alpha while content validity was assessed using expert opinion. The study employed both descriptive and inferential statistics in analysis and used correlation and regression analysis as key analytical models. Results established varied disparities in performance of wearable technology market. Regression results demonstrated that apples’ competitive positioning (customer service positioning, and ecosystem lock-in positioning) had statistically significant influence on performance of wearable technology market. Pearson Correlation Analysis results further demonstrated a positive relationship among customer service positioning, and ecosystem lock-in positioning on performance of wearable technology market. The study recommends more pursuit of apples’ competitive positioning as demonstrated in the Resource-Based View Theory and Porter’s Five Forces Model of apples’ competitive positioning to enhance performance of wearable technology market. Apples’ stakeholders in the market, including industry experts and analysts, distributors of competing technology companies, and apple product distributors within Nairobi County should embrace on the strategies that improves apples’ competitive positioning in order to improve performance of wearable technology market.