African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4164

Full Length Research Paper

Blue ocean strategies as panacea to sustainable performance of tea firms in Kenya

Jane Chepngeno Sang
  • Jane Chepngeno Sang
  • Department of Management Science & Entrepreneurship, School of Business and Economics, Moi University, Kenya.
  • Google Scholar
Edwin Kimitei
  • Edwin Kimitei
  • Department of Marketing and Logistics, School of Business and Economics, Moi University, Kenya.
  • Google Scholar

  •  Received: 10 November 2020
  •  Accepted: 27 January 2021
  •  Published: 28 February 2021


Although tea is the leading cash crop in Kenya, the industry faces significant challenges. Although application of blue ocean strategy (BOS) could redress some of its problems, few studies have explored the question. This study investigated the relationship between BOS and sustainable performance of the Kenyan tea industry. The study applied the Four Action Framework (FAF) together with elements of Six Searching Paths-Frameworks (SSPF). The strategies resulting from SSPF were fashioned into the FAF, and validated by employees of tea estates in Nandi County.  The sample consisted of 240 workers, selected from a target population of 1150, by stratified random sampling. The study found that all predictors in the regression model, eliminate (β=0.291), reduce (β=0.314), raise (β= 0.435), and create factors (β=0.344) had a significant and positive effect on sustainable performance. Thus, implementation of the four factors could lead to sustainable performance of Kenya’s tea industry. The study concluded that branding tea, adding value to it, increasing domestic consumption, productivity and eliminating long and inefficient supply chain would lead to sustainable performance.  The study recommends that the tea industry should add value and brand its tea.


Key words: Tea, blue ocean strategy (BOS), red ocean strategy (ROS), sustainable performance.