This studys overall aim was to identify the influence of strategic direction on competitive advantage in the telecommunications industry in Kenya: A Case of Safaricom Limited. Strategic direction is one of the important factors in the promotion of organizations performance across the globe. Intense competition in the global telecommunications field has resulted in heavy investments in innovative strategies to remain competitive. The competitive increase in Kenyas telecommunication industry has created a necessity for each organization to adopt a unique leadership direction in order to gain an outstanding position amidst rivals. This study, therefore, sought to assess the influence of strategic direction, and the development of human capital on competitive advantage in the telecommunications industry. A descriptive research design was used in this investigation. The target respondents were 3,500 staff working at Safaricom Limited in Nairobi. The sample size for this study was 10 percent of the overall workforce, which summed up to 350 employees. The study adopted primary data, which was collected using questionnaires. In order to evaluate and understand the obtained data, quantitative data was examined using SPSS version 24 software. For the study, Pearson correlation was used in order to determine the degree of association between study variables. According to the study, strategic direction and human capital development have a significant impact on competitive advantage. The findings revealed that strategic direction has a significant impact on Safaricom Limiteds competitive advantage. According to the study, Safaricom Limiteds competitive advantage increased as a result of the increased development of human capital.

Strategic direction

Development of human capital

Competitive advantage