FACTORS INFLUENCING EXECUTION OF INTERNATIONALIZATION STRATEGIES AMONG FOREIGN PHARMACEUTICAL MAKETING COMPANIES IN KENYA

During the last four decades, international markets have undergone tremendous changes with far reaching implications for international marketers. In the circumstances, successful strategy implementation has become a key for any organization’s survival. However, many organizations cannot sustain their competitive advantages, despite having robust strategy formulation process, because they lack the processes in executing their strategies. Several reasons have been offered for the failures in executing strategy. This study analyzes factors influencing the execution of internationalization strategy among foreign pharmaceutical marketing companies in Kenya. Using a sample size of 46 foreign pharmaceutical marketing companies in Kenya, the study establishes that at p<0.05, favourable government policies, organizational competitiveness and organizational capabilities are correlates of internationalization strategy execution among foreign pharmaceutical companies in Kenya. International marketing managers should therefore judiciously consider government policies, existing legal frameworks, existing competitive environment and economic conditions in relation to trading in foreign nations before deciding to go international.