Birir, C.B., Kipruto, A.C. and Njenga, G. 2022. Competitive Strategies on Firm Performance: A Study of the Hospitality Industry in South Rift Region. The International Journal of Business & Management. 10, 9 (Sep. 2022). DOI:https://doi.org/10.24940/theijbm/2022/v10/i9/BM2209-026.