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Professor Mary Wanjiru Kinoti is a certified behavioural scientist and Axiologist from the United States of America and former Associate Dean of Graduate Studies in charge of the graduate programmes in the School of Business, University of Nairobi. She holds a PhD in Business Administration from the University of Nairobi. In addition, she holds a Master of Business Administration (MBA-Marketing) degree and a Bachelor of Commerce (B COM Finance and Economics) degree from India.



MD Wanjere, Iraki XN, MO Ogutu, Kinoti M.  2021.  Mediating Role of Absorptive Capacity on the Relationship between Foreign Direct Investment and Local Firm’s Performance. European Journal of Business and Management Research. 6(5):256-263. Abstractmediating_role_of_absorptive_capacity_on_the_relationship_between_foreign_direct_investment_and_local_firms_performance.pdf

There is little documentation on the role of absorptive capacity on the relationship between FDI and performance of firms. This paper investigates the mediating role of absorptive capacity on the relationship between FDI and performance of manufacturing firms in Kenya. The population of study comprised 100 companies registered with Kenya Association of Manufacturers that had over 10 percent foreign ownership as at the time of data collection in 2019. The respondents were the CEOs of organization or their designated officers. The study used a structured questionnaire to collect primary data. The respondent were required to indicate how the introduction of FDI impacted on organizations capital flow, advanced production technology, marketing expertise and management knowhow. They were also to indicate the extent their Organisation had invested in absorptive capacity and the effect absorptive capacity had on the relationship between FDI and local firm performance. Descriptive and inferential statistics were both used to analyze the data. The results revealed that absorptive capacity has statistically significant mediating effect on the relationship between FDI and firm performance. This imply that an incremental change in the absorptive capacity would generate growth in company’s performance. As such Kenyan and other sub-Sahara African countries government need to come up with polices geared to supporting improvement of firms absorptive capacities so as to spur the growth of their key sectors of the economy.

MD Wanjere, Ogutu M, Kinoti M, Iraki XN.  2021.  Foreign Direct Investment and Local firm's Performance. Advances in Management and Applied Economics. 11(3):57-73. Abstract

This paper investigates the effect of FDI on performance of manufacturing firms in
Kenya. Little is documented about the link between FDI variables of capital flow,
advanced production technology, marketing expertise and management know-how
and performance of firms. The study’s sought to establish the effect of each
individual FDI variables on firm’s performance. It also sought to established the
overall effect of the performance manufacturing firms in Kenya. The population of
study comprised 100 companies registered with Kenya Association Manufacturing
as at the time of data collection in 2019 and that had over 10 percent foreign
ownership. The respondents were the CEOs of organization. The study used a
structured questionnaire to collect primary data. Descriptive and inferential
statistics were both used to analyze the data. Data was pretested for normality,
linearity, multicollinearity, autocorrelation and homoscedasticity and the data found
to meet most of these preconditions. The Pearson correlation analysis was employed
to discern not only the strength but also the direction of the interrelationships
involving the variables. The researcher tested the effect of the components of FDI
on performance of manufacturing firms. The study developed one hypothesis and
four sub hypothesis. The results revealed that there was a statistically significant
relationship between FDI and firm performance. This imply that to achieve better
firm performance, the government need to come up with policies geared to
attracting more FDI into the key sectors of the economy.

Kinoti, MW, Meru AK.  2021.  Competencies for Green Marketing Success in Emerging Markets. Green Marketing and Management in Emerging Markets. : Palgrave Macmillan, Cham Abstract

This chapter addresses the critical competencies that provide the requisite skills and knowledge for championing the development and growth of green marketing in emerging markets. The link between environmental responsibility, social change and sustainable business practices has been the concern for practitioners and environmentalist for the past couple of decades in developed countries, and multi-agency teams have been deployed to address emerging issues if any. Besides, deployment of highly focused and committed environmental conscious personnel, there has been a tremendous improvement of innovative manufacturing processes and efficient technologies, leading to successful green marketing systems and programmes. Though, efforts are bearing fruits in emerging markets, on account of countries affiliation to global agencies, such as United Nations Environmental Programme (UNEP) and many others, more need to be done to isolate key soft and hard competencies required to cascade global green marketing solutions to local firms. The chapter illustrates that green competencies, green thinking and rightful employee engagement foster green marketing activities in emerging markets.

Muriungi, MA, Kinoti M, Okiro K.  2021.  Dividend Signaling and Shareholder Monitoring Hypothesis: Empirical evidence from Nairobi Securities Exchange. African Development Finance Journal. 5(1):145-159. Abstractdividend_signaling_and_shareholder_monitoring_hypothesis_empirical_evidence_from_nairobi_securities_exchange.pdf

Most corporate governance studies have focused on the composition and effectiveness of board members, little attention has barely focused on the interaction between the identity of significant shareholders and the decisions they influence in the firm. Corporate governance literature is currently based on empirical studies in developed countries, but the efficiency of developed and developing markets corporate governance mechanisms is disparagingly different. This paper presents an ideal moment for examining the complementary effect of dividend policy and ownership concentration by shareholders at Nairobi Securities Exchange in a developing securities exchange. Previous studies examining the interaction between corporate governance and firm value have emphasized the significance of institutional shareholder concentration and dividend policy decisions as corporate control mechanisms that influence value creation in a firm. This study is supported by dividend signaling and institutional shareholder monitoring hypothesis. The study used longitudinal data for the period (2008-2017) and the target population is sixty-six companies trading securities at NSE 2008-2017. Empirical results reveal, firms listed at Nairobi Securities Exchange have a high level of ownership concentration and dividend payment has a significant positive effect on the firm value which is in line with the signaling hypothesis, the mediating effect of ownership concentration was negated therefore did not support shareholder monitoring hypothesis. The findings of this study have significant policy implication to policymakers, regulators should not rely on market mechanism as protection to minority owners. Firms should be encouraged to regularly pay dividends if profitable and investors should understand the ownership structure of listed firms they invest in.


Ndung’u, CW, Ogutu M, Yabs J, Muranga NJ, Kinoti M.  2020.  Business Environment, Corporate Image, Competitive Strategies And Performance Of Large Manufacturing Firms In Kenya. African Journal of Business and Management (AJBUMA). 6(1):215-233. Abstractbusiness_environment_corporate_image_competitive_strategies_and_performance_of_large_manufacturing_firms_in_kenya.pdf

Firms’ performance differs from firm to firm in the same industry with some firms achieving higher
levels of performance than others which can be connected to the type of competitive strategies a
firm adopts. The never-ending changes today calls for firms to continuously monitor their business
environment with a view to creating strategies that will make them different from their competitors
and improve their corporate image in the eyes of their customers. The study sought to determine
how business environment and corporate image affect the relationship between competitive
strategies and the performance of large manufacturing firms in Kenya. It was guided by positivist
philosophy and a cross-sectional descriptive survey. The target population was large
manufacturing firms in Kenya where a structured questionnaire was utilized to collect data.
Regression analysis was used to test the hypotheses. The study found that the joint influence of
competitive strategies, business environment and corporate image on performance of large
manufacturing firms in Kenya was statistically significant. Manufacturing firms should adopt
competitive strategies in response to business environment and craft strategies to enable them
position themselves better than competitor. The firms can indirectly improve performance by
maintaining a good corporate image also.

Thiong’o, SM, Kinoti M, Kibera F.  2020.  Market Entry Strategies And Performance Of Multinational Corporations In Kenya. African Journal Of Business And Management. 6(1):52-66. Abstractmarket_entry_strategies_and_performance_of_multinational_corporations_in_kenya.pdf

The purpose of the study was to examine the relationship between market entry strategies and organisational performance of multinational corporations in Kenya. The specific objective is to establish the relationship between market entry strategies and organisational performance of multinational companies in Kenya. The study employed descriptive cross-sectional research design. The study established that market entry strategies explained 43.1% of the variance in organizational performance of multinational companies measured using financial performance parameters and 52.5% of the variance in organizational performance measured using nonfinancial parameters. The hypothesis that there is a significant relationship between market entry strategies and organisational performance was therefore supported. The study recommends that multinational corporations should carry out research on the market entry strategies before venturing into international market. This will ensure that they use the appropriate market entry strategy to enhance their performance. The study also recommended that the management evaluate the factors influencing the choice of market entry modes in order to choose the best alternative. The results makes a contribution to theory development, policy and marketing practice in relation to the effect of market entry strategy and organisation performance The limitation of the study is that it used top management as the respondents, may be if other cadre of employees were studied they could have contributed to more exhaustive results for generalization, this however did not compromise on study results. Therefore, the study suggests that there is room for further research incorporating a large population approach, using longitudinal designs and using group discussion to get more information from the respondents.

Meru, AK, Ciambotti G, Ebong J, Kinoti MW, Mugendi-Kiarie RK.  2020.  Technology and Social Media in Customer Service. Customer Service Management in Africa. : Productivity Press Abstract

The rapid transformation of technology in the business sector has brought unprecedented disruptions to traditional practices that relied heavily on human labour force. Technological advancement has made inroads in the entire supply chain with overwhelming ramifications on the firm-level customer interface. Over the years, the developed world and a few Asian countries have rapidly adopted multiple customer interfaces and integration to hasten provision of customer-centric information and services. Today, the same inroads are being witnessed in Africa, albeit at a slower pace. This is largely driven by rapid adoption of smartphones, artificial intelligence, cognitive computing and a myriad of other technologies. All the same, it is clearly emerging that, unlike the past technologies where African firms were deemed passive users, the trend is slowly changing the landscape and pointing to a slowly awakening continent.



Meru, AK, Musau F, Kinoti MW.  2018.  Artificial Intelligence-Based Decision Making Applied in Marketing and Sales in Third World Countries. Business Strategy in the Artificial Intelligence Economy.
Kinoti, MW.  2018.  Ethical issues in Marketing (SEMIs).
Maisori, BM, Kinoti MW.  2018.  Point of Purchase Displays and Fixtures; Rationale for acceptance in Kenya Supermarkets. International Journal of Science and Business. 2(2):153-181.
Adeola, O, Meru AK, Kinoti MW.  2018.  Kenya’s blooming flower industry: enhancing global competitiveness. Africa’s Competitiveness in the Global Economy. : Palgrave Macmillan, Cham


Kinoti, MW, Kihiko MK, Cooney TM.  2017.  Women empowerment through Government Loaned Entrepreneurship Teams (GLETs) in Kenya. Research Handbook on Entrepreneurial Teams. : Edward Elgar Publishing


Enabulele, O, Esen E, Gonzalez-Perez MA, Harvey CR, Herrera-Cano A, Herrera-Cano C, Hiko A, Manterola FJ, Kaartemo V, Kihiko MK, Kinoti MW.  2016.  Climate Change and the 2030 Corporate Agenda for Sustainable Development. : Emerald Group Publishing Limited
Kihiko, MK, Kinoti MW.  2016.  The business case for climate change: The impact of climate change on Kenya’s public listed companies. Climate Change and the 2030 Corporate Agenda for Sustainable Development Advances in Sustainability and Environmental Justice. : Emerald Group Publishing Limited


Kinoti, MW.  2015.  Market segmentation, profiling and targeting customers, 2015. : University of Nairobi


Kinoti, MW.  2014.  Ethics in Marketing, 2014. : University of Nairobi


W, KM, Njeru N.  2013.  An investigation into market positioning strategies practiced by pharmaceutical firms in Nairobi. Prim. J. Bus. Admin. Manage. 3(7):1118-1124.





Kinoti, M.  2009.  Sales management distance learning manual. : Nairobi publishers Abstract


Kinoti, M.  2006.  Principles of marketing distance learning teaching manual. : University of Nairobi publishers Abstract


Kinoti, M.  2003.  Green Marketing and Sustainable Development a Kenyan perspective. : PhD independent study paper - UoN Abstract


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