Wacuka, Cecilia, GathituK’Obonyo, PeterMachuki, Vincent, N.Njihia, James, M.2025-05-262025-05-262024-05-25APADOI:10.14738/abr.125.16956.https://repository.tukenya.ac.ke/handle/123456789/1976The broad objective of the study was to determine the joint effect of competitive strategies, competitive advantage, ethical values and corporate reputation on performance of accredited universities in Kenya. The corresponding null hypothesis stated that the joint effect of competitive strategies, competitive advantage, ethical values and corporate reputation on performance of accredited universities in Kenya is not significantly different from the independent effects of predictor variables. This study was anchored on Industrial (Economics) organization theory, Stakeholders’ theory, Resource-based theory and Virtue’s ethics theory. Descriptive cross-sectional survey was used. The population of the study comprised 53 accredited universities. To collect data, semi structured questionnaires were used due to the covid-19 situation while a few were dropped and picked back. Data analysis used regression models. Findings from the test of hypotheses showed that the joint effect of competitive strategies, competitive advantage, ethical values and corporate reputation on performance is significantly different from the independent effects of predictor variables. The significant findings implied that the null hypothesis was rejected. The study outcomes contributed to theory, policy and management practice. The four theories validated outcomes of the study. Policy makers in the Ministry of higher education, Commission for University Education and university managers were recommended to establish a policy framework that observes ethical practices; quality programs and reliable training and research and adoption of competitive strategies such a market penetration, strategic alliances, product development focus strategy, differentiation and cost leadership in that order. A single respondent who was deemed to introduce bias in choosing suitable responses was said to limit the study. Questionnaires reduced subjectivism in statement responses. Longitudinal design for generalizability of results was suggested for future studies Keywords: Competitive strategies, competitive advantage, ethical values, corporate reputation and performance of accredited universities in Kenya.enArticle