Summary
Explores the Influence of Process Orientation on Competitive Advantage among Maritime Logistics Firms.
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Authors
Osman Adan Osman
Kirigia Paul Mwenda
Christopher Njoroge
Abstract
In today’s dynamic maritime logistics industry, achieving and sustaining competitive advantage requires efficiency, responsiveness, and innovation. This study investigated the influence of process orientation on competitive advantage among maritime logistics firms operating under the Kenya Ports Authority (KPA). Guided by Value Chain Analysis (VCA), the research employed a correlational design targeting 201 maritime logistics firms, with operations managers as respondents. Data were collected using a structured questionnaire and analyzed through descriptive statistics, correlation, and regression analysis, with diagnostic tests ensuring validity and reliability. A response rate of 69.7% was achieved, and reliability tests confirmed Cronbach’s Alpha values above 0.7 for all constructs. Findings revealed a statistically significant moderate positive relationship between process orientation and competitive advantage (r = 0.460, p < 0.001). Specifically, process adaptability, service benchmarking, and timely service delivery emerged as key contributors to competitive positioning. The results underscore that firms adopting process orientation emphasizing continuous improvement, flexibility, and efficiency are better positioned to navigate the competitive maritime logistics environment. The study concludes that process orientation is a critical driver of competitive advantage, though its impact may be complemented by other strategic orientations such as technology adoption and entrepreneurial culture. The study recommends that maritime logistics firms strengthen inter-functional coordination, embrace proactive entrepreneurial practices, and leverage technology-driven process innovations to remain competitive in an evolving global logistics landscape.