This paper examines the relationship between customer focus, product diversification and competitive advantage among pharmaceutical manufacturing companies in Nairobi City County, Kenya. It draws on the first two objectives of a wider study of strategic management drivers and competitive advantage. The study was guided by Strategic Management Theory and supported by the Resource-Based View and Profit Maximisation Theory. A cross-sectional survey design was adopted, targeting 105 middle- and senior-level managers across 15 pharmaceutical manufacturing companies.
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Mbanacho et al. (2026) studied this question.
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