Macro Environment Moderating Effects on Strategy and Performance. Macro Environment Moderating Effects on the Relationship between the Choice of Strategy and Performance

      Аннотация: Performance implications of Strategy-Environment derive from Environment-Strategy-Performance (E-S-P) paradigm whose origin is the Structure-Conduct-Performance (SCP) paradigm of Industrial Organization literature. It is argued that the positive performance impact between environment and strategy of a business is an important theoretical proposition in strategic management. This argument forms the basis on which the current study was conceived with the main objective of determining the effect of strategic choice on the performance of sugar companies in Kenya moderated by macro environment.

Ключевые слова: Macro Environment, Strategy, performance