Title:
Strategic Management Initiatives and Revenue Sustainability at Nation Media Group PLC, Nairobi City County, Kenya

Authors:
Eugene Matianyi Bosire, Dr. Rosemarie Wanyoike (PhD), Kenya

Abstract:

This study examined the predictive association between strategic management initiatives and revenue sustainability at Nation Media Group PLC (NMG), Kenya. It particularly explored cost optimization, innovative advertising and content delivery, strategic partnerships, and courier services. The study used a descriptive and explanatory research design, and stratified purposive sampling to select 75 respondents from relevant NMG departments. The study used semi-structured questionnaires and key-informant interviews to collect data, which were analyzed using SPSS Version 28. The study used Pearson correlation and multiple regression. The results showed strong positive correlations between revenue sustainability and cost optimization (r = 0.653), innovative advertising and content delivery (r = 0.681), strategic partnerships (r = 0.627), and courier services (r = 0.706), with p < 0.01. The regression model was significant, F (4,70) = 13.51, p < 0.001, with R² = 0.434. Courier services had the strongest standardized predictive association (β = 0.353). The findings indicate that these initiatives are significantly associated with revenue sustainability.

DOI: https://doi.org/10.51505/IJEBMR.2026.10919