By Owino Joseph Odhiambo, Francis Kibera and Raymond Musyoka ORGANIZATIONAL CULTURE, INDUSTRY COMPETITION AND PERFORMANCE OF MICROFINANCE INSTITUTIONS IN KENYA By Owino Joseph Odhiambo, Francis Kibera and Raymond Musyoka

Presentation Outline Introduction Research objectives Theoretical perspective Conceptual model Hypotheses Methodology Results Conclusion

Introduction Business firms operate in dynamic and complex environment that require consistency between organizational culture and strategy Creation of competitive advantage requires coordination and deployment of resources to deliver superior customer value Organizational culture enables firms to produce valued market offerings by shaping behaviours and actions of organizational members and driving adaptation to changes in the competitive environment Organizational market response behaviour is explained by the resource based theory and resource advantage theory

Introduction (Cont’d) Resource advantage views competition as a constant struggle by firms for comparative advantages in resources that lead to superior financial performance Microfinance institutions (MFIs) operate in a competitive financial sector where managers need to match organizational resources with marketing opportunities in the external environment However, managerial discretion is limited without understanding the influence of industry competition on performance

Introduction (Cont’d) Although organizational culture is central to marketing management, its influence on marketing has not received satisfactory research attention (Deshpande & Webster, 1989) In spite of the fact that some empirical studies have investigated the relationship between organizational culture and performance, inconsistent findings have been reported (Deal & Kennedy, 1982; Peters & Waterman, 1982; Denison & Mishra, 1995) While divergent results have been obtained by previous researchers, majority of the studies use cross industry samples

Introduction (Cont’d) However, cultural values differ across industries Therefore, testing the influence of organizational culture on performance within industry specific context is necessary Consequently, we test the influence of organizational culture on performance within the microfinance industry in Kenya While several scholars (Mia & Clarke, 1999; Chong & Rundus, 2004; Nickell, 2006; Al-Rfou, 2012) have established positive relationship between competition and performance, a negative relationship cannot be ruled out in highly competitive industries

Research Objectives While scholars have devoted more attention to examining relationship between competition and performance, the influence of interaction between organizational culture and industry competition on performance has not been specifically researched We contribute to knowledge gaps by pursuing four research objectives: Assessing the influence of organizational culture on performance of microfinance institutions Examining the influence of industry competition on performance of microfinance institutions

Research Objectives (Cont’d) Determining the influence of interaction between organizational culture and industry competition on performance Examining the joint influence of organizational culture and industry competition on performance

Theoretical Perspective Our study is guided by the resource advantage theory (RAT) and resource based view theory (RBV) of the firm The RAT assumes that demand is heterogeneous across industries and within industries The RAT posits that externally oriented organizational culture enhances a firm’s capacity to gather information about customers, competitors and developments in the macro-environment Within the framework of RAT, organizational culture is treated as a resource that firms can use to build its capabilities

Theoretical Perspective The resource based view of the firm assumes sustainable competitive advantage as the desired outcome of management effort (Fahy & Smithee, 1999) According to this theory, sustainable competitive advantage is obtained through accumulation of valuable resources that are difficult to duplicate by competitors The uniqueness of organizational culture therefore, makes it a source of competitive advantage Despite the important role played by organizational culture in driving the behaviour of employees, several studies have reported inconsistent findings on the relationship between organizational culture and performance

Theoretical Perspective A positive association has been reported by Deal and Kennedy (1982), Peters and Waterman (1982), and Denison and Mishra (1995) Conversely, Byles, Aupperle and Arogyaswamy (1991) insist that organizational culture may not necessarily translate to improved performance especially where it is inconsistent with critical success factors A growing body of empirical evidence suggests that competition has both positive and negative impact on performance Positive relationship between industry competition and performance has been established (Mia & Clarke, 1999; Chong & Rundus, 2004; Nickell, 2006; Al-Rfou, 2012)

Theoretical Perspective However, evidence for negative relationship between competition and performance in the microfinance industry context has been reported by by Assefa, Hermes and Meesters (2010) who established that competition adversely affects MFIs through reduced outreach, efficiency, loan repayment and profitability

Conceptual Model

Hypotheses Hypothesis 1: There is a significant relationship between organizational culture and performance of microfinance institutions Hypothesis 2: There is a significant relationship between industry competition and performance of microfinance institutions Hypothesis 3: The relationship between organizational culture and performance of microfinance institutions is significantly moderated by industry competition Hypothesis 4: The joint influence of organizational culture and industry competition on performance is statistically significant

Methodology We adopt positivist philosophy because our study tests theory A descriptive cross-sectional survey is the research design used in our study The selection of this design is guided by research objectives, the nature of relationships we are testing; type of data and the span of data collection The target population comprise all microfinance institutions in Kenya that are members of the Association of Microfinance Institutions (AMFI)

Methodology (Cont’d) We collected data from both secondary and primary sources Secondary data were extracted from published annual industry performance reports by AMFI and MF Rating Africa Reliability was tested through internal consistency technique by computing Cronbach’s alpha Consistent with Cooper and Schindler (2006) we interpret alpha coefficient of 0.7 and above to mean satisfactory reliability Cronbach’s alpha coefficient ranged from 0.724 (Industry Competition) to 0.896 (Non Financial Performance) revealing a high degree of reliability

Methodology We test our hypotheses through regression analysis Specifically, we regressed organizational culture, industry competition and interaction between organizational culture and industry competition on hypothesized performance as specified in the following set of equations: y = β0 + β1OC + e 1 y = β0 + β2IC + e 2 y = β0 + β31OC + β32IC + β33U + e3 y = β0 + β41OC + β42IC + e 4

Results Out of the 54 MFIs, one declined to participate. Fifty three (53) organizations participated in the survey translating to a response rate of 96%. Descriptive Results Thirty percent of the firms have been in operation for less than 5 years. In contrast, 40% of the firms had been offering microfinance services for more than 10 years Our results reveal low levels of outreach by MFIs. More than half (59%) of the firms operate in less than 10 branches Our Chi-square results indicate existence of a significant association between age of the firm and level of outreach

Results of Hypotheses Tests Our results support the hypothesis linking organizational culture with non financial performance Table 1 show that organizational culture has significant positive influence on performance (R2 = .409; F = 35.3, p-value ≤0.05) when the latter is measured using subjective performance indicators We find no empirical evidence directly linking organizational culture with financial performance

Results of Hypotheses Tests (Cont’d) Based on evidence from literature we expected that competition has a positive and significant influence on performance The regression coefficient of our results load as expected (R2 = 0.133 and F = 7.815) supporting hypothesis 2 This implies that industry competition explains 13.3% of the variation in non financial firm performance

Results of Hypotheses Tests (Cont’d) The third objective aimed at determining the moderating influence of industry competition on the relationship between organizational culture and performance The results obtained are not statistically significant and do not support hypothesis 3 Results of the joint influence of organizational culture and industry competition on performance are significant and positive. Therefore, hypothesis 4 is supported

Discussion Generally, our results support resource based view of the firm and resource advantage theory Findings of the study imply that organizational culture is a strategic intangible asset that creates competitive advantage leading to superior organizational performance The results linking organizational culture with positive performance are consistent with findings obtained by Deal and Kennedy (1982); Peters and Waterman (1982); Denison (1984); and Denison and Mishra (1995)

Discussion (Cont’d) Although organizational culture has a significant and positive influence on performance, findings of the study suggest that the relationship is more significant where performance is assessed using subjective performance indicators This is consistent with the resource advantage theory that links resources indirectly with financial performance In theory, organizational resources create a competitive advantage which leads to financial performance

Discussion (Cont’d) Our analysis reveals that organizational culture in the microfinance industry is manifest through customer orientation, teamwork, risk avoidance and planned response to forces emanating from the environment In light of our findings, it is expected that firms with strong cultural values consisting of customer orientation and teamwork are likely to experience superior performance Our results indicate that competition has a directional influence on performance Theoretically, competition promotes organizational learning which provides feedback signalling the link between resources and performance

Discussion (Cont’d) The study established non significant influence of interaction between organizational culture and competition on performance This means that organizational culture and competition independently influence performance

Implications of Findings Our results imply that organizational culture once established; becomes enduring and inelastic in the short run Hence, organizational culture creates structural stability within an organization Secondly, the results imply that industry competition has positive consequences for organizational performance Therefore, policy makers should encourage competition through licensing, regulation and reducing anti-competition tendencies within the industry Finally, the findings have implications for the creation of competitive advantage

Conclusion We conclude that organizational resources have greater influence on performance than factors in the task environment Although industry competition sensitizes firms to competitive threats and internal organizational weaknesses, organizational culture provides the impetus that creates competitive advantage translating into improved performance Therefore, we conclude that while industry competition sets the stage for creation of comparative advantage, organizational culture directly contributes to creation of competitive advantage hence improved performance

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