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Article Title:
Application Of Marketing Strategies Through Environmental Conservation Training Practices And Business Performance Of Small And Medium Enterprises In Eldoret City, Kenya
by Professor Kennedy Ntabo Otiso

Abstract:
SMEs in Eldoret face multiple challenges, including inadequate access to financing, lack of proper training on environmental conservation practice. These issues contribute to their inability to thrive in a competitive market, further exacerbating their insensitivity to environmental conservation. Therefore, this study sought to explore the influence of environmental conservation practices on business performance of SMEs in Eldoret Municipality, Kenya. This study was anchored on the Dynamic Capability theory. The study area was carried out in Eldoret Municipality in Uasin Gishu County, Kenya. This study employed a descriptive correlational research. The target population was 2053 owner/managers while sample size was 335 respondents from registered SMEs operating in the Uasin Gishu County. The study used cluster sampling technique to select the SMEs to specifically select owners or managers. Questionnaires were used in data collection from the sampled managers or the owners. Data were analysed using descriptive statistics (frequencies and percentages, means and standard deviations). The analysed data were presented in form of tables. The study findings revealed that environmental conservation training practice positively influenced business performance of Small and Medium Enterprises (?2=0.195, p=0.001). The study concluded that environmental training for employees leads to greater innovation in managing resources and cost-saving measures. SMEs should implement comprehensive environmental training programs for their employees to enhance resource management, compliance with environmental regulations, and strengthen the company's brand image.

Keywords: Environmental Conservation, Business Performance, Eldoret Municipality

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