La importancia de las redes de comunicación con clientes o proveedores en función de la incertidumbre percibida del entorno

Abstract

The objective of this work is to analyze the importance that small and medium enterprises attach to the establishment of communication networks with customers or suppliers depending on their perception of environmental uncertainty. This level of uncertainty is obtained by applying Duncan's (1972) typology, based on the dynamism and complexity of the environment. To achieve this, in 2005, a sample of SMEs in the Canary Islands (Spain) was studied and the Rasch Rating Scale Model was applied together with non-parametric tests (Kruskal-Wallis and Mann-Whitney). The study concluded that the SMEs mainly perceived a stable environment. The SMEs that perceive greater complexity attach more importance to networks with customers or suppliers as a way to reduce it.