Thesis title: Innovation and Competitive Advantage: A Case Study of Safaricom Limited in Kenya. Explain briefly the thesis title above, and give its importance. How does this research fill the gap to the current literature? What research question, one, is the thesis answering? The research should focus on the strategic marketing strategy of Safaricom and how it brings innovation and competitive advantage. And give some specific description or examples of innovation that Safaricom Limited has already implemented.

The thesis title "Innovation and Competitive Advantage: A Case Study of Safaricom Limited in Kenya" is a research study that aims to explore the relationship between innovation and competitive advantage, using Safaricom Limited in Kenya as a case study.

The importance of this thesis lies in its potential to provide insights into how companies, specifically in the telecommunications sector, can leverage innovation to gain a competitive edge in the market. This is particularly relevant in today's fast-paced business environment where innovation is often the key to staying ahead of competitors.

This research fills a gap in the current literature by focusing on a specific company in a specific market - Safaricom in Kenya. While there may be studies on innovation and competitive advantage in general, this research provides a more focused and detailed analysis of how these concepts apply in a specific context.

The research question that this thesis is answering is: "How does Safaricom's strategic marketing strategy bring about innovation and competitive advantage?"

Safaricom Limited has implemented several innovative strategies. For instance, they introduced M-Pesa, a mobile phone-based money transfer, financing and microfinancing service. This service revolutionized the way Kenyans handle money, making it easier for people to send and receive money even in remote areas of the country. This innovation has not only given Safaricom a competitive advantage in the Kenyan telecommunications market, but it has also set a precedent for other telecom companies worldwide.