The Moderating Effect of Ethical Values in the Relationship between Competitive Strategies and Performance of Accredited Universities in Kenya
Cecilia wacuka Gathitu, Prof. Peter K’Obonyo, Prof. Vincent N. Machuki, Prof. James M. Njihia

Abstract
Accredited universities in Kenya have experienced dynamic growth and challenges among them ethical concerns, that touch on the quality, relevance of university curricula and capacity to pursue research effectively over years (GoK,2019; World Bank, 2020). The objective of this study was to examine the influence of ethical values on the relationship between competitive strategies and performance of accredited universities in Kenya. The corresponding hypothesis stated that ethical values have no significant moderating influence on the relationship between competitive strategies and performance of accredited universities in Kenya. The study was anchored on the stakeholder’s theory and complemented by virtue ethics theory. The research was grounded on the positivist philosophy. A descriptive cross-sectional survey design targeting a population of 53 accredited universities in Kenya was applied. Primary data was collected using semi-structured questionnaires. The response rate from completed questionnaires was 66.6%. Data was analysed using step wise regression analysis. Findings from this study were that ethical values did not moderate significantly the relationship between competitive strategies and performance of accredited universities in Kenya. Future research could include other respondents such as staff and students to eliminate single source bias to enrich the study. Other methods such as longitudinal design could offer richer data and greatly support the research design and the outcomes.

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