ENTREPRENEURIAL ORIENTATION, BUSINESS ENVIRONMENT, AND PERFORMANCE OF PHARMACY OUTLETS IN UASIN GISHU COUNTY, KENYA

The dimensions of entrepreneurial orientation positively influence the performance of pharmacy outlets by encouraging the establishment of agents of change like innovation, proactive market behaviour, and risk-taking in the context of business. The purpose of this study was to investigate the effect of entrepreneurial orientation dimensions on the performance of pharmacy outlets in Uasin Gishu County, Kenya. An analytical cross-sectional design augmented by a mixed-methods study was used, with qualitative and quantitative data gathered from pharmacy owners, managers, entrepreneurship experts, and pharmacy regulators using structured questionnaires and interview guides. Data analysis was conducted using SPSS version 23, with descriptive and inferential statistics used to show and understand potential relationships between entrepreneurial orientation dimensions, business environment, and performance. Regression analysis and thematic analysis were used to examine relationships between entrepreneurial orientation dimensions, business environment, and performance. The findings showed that proactiveness significantly improved the performance of pharmacy outlets. The study concluded that entrepreneurial orientation enhances pharmacy outlet performance significantly when the business environment is conducive through sustainable competitive growth.