Abstract: The retail sector is pivotal in attracting millions of firms to transact via various distribution channels covering several sectors serving billions of consumers globally. This contemporary globalization has contributed to highly competitive business environment with Kenyan retail sector experiencing influx of new entrants in the recent two decades, creating competitive pressure in the industry leaving retailers grappling to maintain profitability, expand market share and attain customer satisfaction. Firms gain a boost over their rivals by employing generic strategies to repel external forces of competition, secure customer loyalty and develop a sustainable profitable......
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