Strategic responses to changing environment: a case study of African Medical and Research Foundation
Organizations exist in complex and volatile commercial, economic, political, technological, cultural and social environments. The environmental changes occasioned by these factors are more complex for some organizations than others due to differences in economies of scale. This study aimed at determining the strategic responses adopted by AMREF as a consequence of such changes. The study employed a case study design. Convenience sampling technique was used to select the respondents who included the senior management team comprising of the director, Human resource manager, finance manager and administration manager of AMREF Kenya. Data was collected by means of interview guides consisting of unstructured questions. Data analysis was executed using content analysis methods. The final report was narrative in nature, with a rich description of the findings, revolving around the four Ansoff growth choices and the context in which they occur. Interviewees 'voices' were quoted in given instances in order to derive the full meaning behind a given message (to avoid paraphrasing that dilutes content). In the modem world of stiff competition and decreased donor funding, AMREF has been .able to keep pace with the changes in the operating environment by adopting various response strategies. The study concludes that AMREF had adopted various strategic responses in response to low funding and recent global crisis. These included technology innovation, improved networking opportunities, improved communication with donor organizations and increased training and development to employees to enable them tackle challenges, The study recommends that AMREF needs to employ various strategies aimed at tackling low funding and recent global crisis. These include decisive strategies and planned strategies aimed at improving business efficiency. AMREF should also engage in more cost reduction strategies as a response to decreased donor funds. The study also recommends that the NGO should recruit workers who have the necessary knowledge and competencies in the business to minimize on the induction and training costs. The staff should also be remunerated fairly and have better work condition and terms to wardoff staff poaching by competitors.