Birir, Chepkemoi Betty, Ambrose Chepkwei Kipruto, and Gitahi Njenga. 2022. “Competitive Strategies on Firm Performance: A Study of the Hospitality Industry in South Rift Region”. The International Journal of Business & Management 10 (9). https://doi.org/10.24940/theijbm/2022/v10/i9/BM2209-026.