EFFECT OF ENTREPRENEURIAL ORIENTATION ON THE SUSTAINABILITY OF MOTORCYCLE TAXI BUSINESS IN NAIROBI COUNTY

In Kenya, the motorcycle taxi industry has thrived significantly after motorcycles below 150cc were zero-rated by government in 2007. While several studies have been done on business no conclusive study examined entrepreneurial orientation. This research gap is what aimed to address examining transport sector characteristics and orientation sustainability of businesses Nairobi County. The specific objective was: examine effect descriptive design was adopted explain interaction between determinant variables business. sampled 249 operators from a population County using systematic random sampling technique. Primary data used obtained questionnaires. For reliability, pilot conducted. Multiple linear regression analysis conducted establish existing relationships under presented tables, graphs, charts. Findings revealed that had significant influence Motorcycle Taxi Businesses Based findings, it concluded are growing at faster rate becoming sustainable majorly due It recommended that: owners need develop strategic orientation, as well capture aspects decision-making styles, methods, practices improve their performance hence sustainability. KEYWORDS: Entrepreneurial Orientation, Business, Sustainable Business