SUSTAINABILITY ENTREPRENEURIAL STRATEGIES AND ENTERPRISE PERFORMANCE OF WOMEN LED HIGH END HUMAN HAIR ENTERPRISES: CASE OF WESTLANDS SUB-COUNTY, NAIROBI

Purpose: This study sought to establish the influence of sustainability entrepreneurial strategies on enterprise performance of women led high end human hair enterprises: a case of Westlands sub-county, Nairobi. Methodology: The study was anchored on opportunity based entrepreneurship theory and used a descriptive research design. The target population comprised of 201 women entrepreneurs. The researcher used Krecjie and Morgan formula to select a sample of 132 respondents using stratified sampling and simple random sampling methods. Data was collected through a structured questionnaire. Results: Results from the study showed that there was a positive relationship between sustainability entrepreneurial strategies and enterprise performance. The study also found that entrepreneurial characteristics were the most significant independent variable followed by market accessibility, value proposition and financial resources. The results also showed that the respondents indicated that they were able to match their strategic intentions with their entrepreneurial characteristics, generate new ideas and make timely decisions to enhance the performance of their business to a very high extent. The respondents also indicated that they had access to the financial resources, had a strong financial base and were aware of the credit facilities available to a high extent. Another finding was that the respondents considered enhancing the quantity, length, price as well as uniquely branding their of high end human hair to a high extent. Unique contribution to theory, practice and policy: The study recommended that women entrepreneurs should undergo training on formulating strategies aimed at entrepreneurial development as this will enable them seek information and systematically plan on improving their enterprise thus enhance business performance. It is also recommended that the government and other stakeholders should come up with policies to promote the accessibility of financial resources for entrepreneurs as they were crucial for the sustainability of their enterprises. Another recommendation is that women entrepreneurs should identify, design and implement competitive customer value propositions to enhance their enterprise performance. It is further recommended that the government should support policy that will establish and strengthen the sourcing and market accessibility for women owned enterprises to enhance their financial performance.