Influence of Leadership Commitment on Performance of Branding and Design Firms in Nairobi, Kenya

Abstract

This study examined the effect of leadership commitment on the performance of branding and design firms in Nairobi, Kenya. It sought to determine how management commitment to strategic plan implementation influences organizational outcomes such as revenue growth, customer retention, operational efficiency, and customer satisfaction. The study adopted a mixed-methods research design and targeted 117 managers from branding and design firms registered under APReCoM. A sample of 90 respondents was selected using Slovin’s formula and stratified random sampling. Data was collected through questionnaires and interviews and analyzed using descriptive and inferential statistics, as well as thematic analysis. The findings revealed that leadership commitment has a strong, positive, and statistically significant effect on organizational performance. Leadership commitment was also identified as one of the most influential predictors of firm performance, alongside organizational culture. Overall, the study concludes that active leadership involvement, accountability, effective communication, and consistent support for strategy implementation contribute significantly to improved performance. The study recommends that managers of branding and design firms strengthen leadership commitment, improve strategic communication, establish accountability mechanisms, and actively monitor strategy implementation to enhance organizational performance.