BUSINESS STRATEGIES AND NON-FINANCIAL PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES IN THE REAL ESTATE SECTOR NAIROBI COUNTY, KENYA

The study's primary purpose was to determine how successful small and medium-sized enterprises in Nairobi County, Kenya, performed the real estate industry. study conducted with following objectives mind: evaluating impact of focus strategy on non-financial performance SMEs County's sector, understanding innovation assessing performance. information for this gathered through structured questionnaires a descriptive research approach. survey targeted all 87 sector. Business managers from firms were among those who took part survey. 74.7 percent persons asked participate said yes. As indicated by Karl Pearson, data examined using multiple regression analysis correlation analysis. found negative association between success but favorable relationship differentiation, innovation, cost leadership. According survey, should invest more development. This will assist them coming up fresh ideas, giving an advantage over their competitors. must ensure that products are constantly distinctive enough suit market demands. allow gain competitive last. report, employ leadership approach, investing heavily mass manufacturing distribution while diligently reducing costs. Small companies adopt new technologies reduce project costs improve non- financial Finally, private governmental sectors other countries is needed compare contrast findings studies. focused solely nonmonetary Financial might be investigations. Only business tactics study. Other strategic aspects future Key Words: Focus Strategy, Innovation Differentiation Strategy’, Cost Leadership Strategy CITATION: Duncan, F. M., & Ragui, M. (2022). strategies medium sector Kenya. Strategic Journal Change Management, 9 (4), 686 – 705.