Beyond Generic Differentiation: Product Novelty, Quality Reliability and Perceived Performance in Kenya’s Cement Industry

This study examines whether product novelty and quality reliability are separately associated with perceived organizational performance in a capital-intensive emerging-market industry. Drawing on competitive strategy, the resource-based view and dynamic capabilities theory, the article conceptualizes product differentiation as market-visible novelty and quality differentiation as production-grounded reliability. Cross-sectional survey data were obtained from 265 managers and professional staff across six Kenyan cement manufacturers, representing a 75% usable response rate. Product differentiation correlated positively with perceived performance (r = .68, p < .001), so was quality differentiation (r = .67, p < .001). The findings indicate that visible distinctiveness and production reliability represent related but analytically different strategic signals. Because the data are cross-sectional, perceptual, single-informant and nested within only six firms, the results establish associations, not causal effects, and conventional p-values may overstate precision if responses within firms are correlated.

product differentiation; quality differentiation; organizational performance

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