Strategic responses to the turbulent operating environment and performance of Kenya Red cross society
Organizations exist in turbulent operating environment. For organizations to survive in such kind of environment, there is need for them to adopt strategies that helps them to respond to the effect of such turbulent operating environment. To the researcher’s knowledge, and at the time of the study, no local or international studies had ever focused on determining the strategic responses adopted by KRCS cope with the turbulent operating environment and its performance. This represents a significant gap in knowledge that must be bridged since KRCS is one of the largest NGO in Kenya that is always on the front line in alleviating human suffering. It is in this light that the researcher aimed to fill the existing gap by carrying out an investigation into the strategic responses adopted by KRCS to cope with turbulent operating environment and its performance. In this study, the research design adopted was case study as it was ideal due to the fact that there is only one unit of study. Content analysis was adopted to analyze the data collected from the seven key departmental managers that were interviewed. From the study it is evident that KRCS operations are affected a great deal by the effects of the unpredictable environment it operates in. As such, KRCS has adopted strategies to deal with this environmental factors and ensure that they do not pull the organization down as it tries to achieve its set goals and objectives. It is also clear from the study that KRCS is keen on measuring performance and has adopted the balance score card as a tool of measuring performance to always ensure that its activities are in line with set goals and objectives. This study has implication to both theory, policy and practice. From the study it is evident that KRCS performance and operation will always be affected by unpredictable environmental factors as a result of its existence in turbulent operating environment. It is therefore important that KRCS adopts strategies of dealing with this environmental factors. KRCS also need to measure performance frequently to ensure that their performance is in line with the set goals and objectives. This applies to all organizations in practice. The study would be of importance in enhancing management theories since NGOs would be in a position to restructure their performance in such a way as to enable them meet overall organizational effectiveness and performance. The NGO Council that regulates all NGOs would be informed on the situation on the ground concerning NGOs to enable it offer the necessary support. The Kenyan government would also get better informed when formulating policies and regulations that affect or relate to NGOs. The study also highlighted the overall organizational effectiveness and performance and also in policy formulation, especially at the institutional level. Future scholars can use the results of the study as a source of reference. The findings of this study can be compared with strategic management in other sectors to draw conclusions on various ways an organization can respond to competitive forces in the environment, contributing to theory building. To sum up, the study findings can add some knowledge to the existing body of knowledge and open up areas for further research. The findings would contribute to generation of knowledge on the competitive strategies employed by Non-Governmental Organizations in order to enhance performance resulting into theory building.