Strategic and Organizational Responses of Mexican Managers to Environmental Uncertainty

  • Len J. Trevino
  • Jeffrey L. Kerr
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


The purpose of this study was to determine the extent to which the literature on environmental uncertainty was generalizable to a developing country. Forty-five Mexican managers with responsibility for the strategic direction of their firms were interviewed in Monterrey, Guadalajara, and Mexico City. Results indicated that Mexican managers responded to environmental turbulence by adapting planning processes, competitive strategies, organization structure, and managerial process; these changes generally conformed to predictio’s in the uncertainty and contingency literature’s regarding adaptation to uncertain environments.


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Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  • Len J. Trevino
    • 1
  • Jeffrey L. Kerr
    • 2
  1. 1.Monterey Institute of International StudiesDarul EhsanMalaysia
  2. 2.The University of MiamiDarul EhsanMalaysia

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