Influence of Cultural Adaptation on Performance of Small and Medium Enterprises in Turkana County, Kenya

Author: David Juma,Dr. Evans Nyamboga Mandere, PhD, Dr. Appolonius Kembu, PhD.

Date: 2026

Abstract: The purpose of the study was to investigate the influence of Cultural Adaptation on Performance of SMES In Turkana County, Kenya. The study was supported by Resource Based Theory. The population of the study comprised of 2660 SMEs licensed and operating in Turkana County as at December, 2022. The study targeted the SME owner/manager as the unit of observation. The study adopted a sample size formula to obtain a sample of 266 respondents. The study used stratified random sampling method to obtain the sample participants. A semi-structured questionnaire was applied to obtain primary data. A pilot study was conducted in Trans-Nzoia County before the main data collection process. Inferential statistics was performed using correlation and multiple regression analysis, with descriptive statistics employing mean scores, frequencies, standard deviations, and percentages. Key findings established that Cultural Adaptation (Beta = 0.812, Sig. = 0.000; Beta = 0.554, Sig. = 0.043). The results revealed that there was a strong positive relationship between cultural adaptation practices and SME performance. As shown in the regression table, the correlation coefficient (R) was 0.861, indicating a high level of association between the two variables. The coefficient of determination (R²) was 0.741, which implied that 74.1% of the variation in SME performance could be explained by the various elements of cultural adaptation considered in the study. This suggested that cultural adaptation played a major role in shaping the success and sustainability of SMEs within the county. The regression coefficients showed that all the cultural adaptation indicators had positive and statistically significant effects on SME performance. Organizational learning had a regression coefficient (β) of 0.298 and a significance value (p) of 0.000, indicating that SMEs that prioritized learning and knowledge sharing performed better than those that did not. SMEs should actively promote cultural inclusivity and sensitivity in their operations. SMEs should actively promote cultural inclusivity and sensitivity in their operations. This involved tailoring products and services to meet the diverse preferences of their customers and fostering a participatory work environment. Practices such as cross-cultural training for employees and integrating local traditions into marketing strategies would strengthen customer loyalty.

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