Edinburgh Napier University

  Multinational enterprises (MNEs) face significant risks and uncertainties in foreign markets, impacting their operations, strategies, and overall performance. This case study of an MNE in the Palestinian mobile phone sector investigates how MNEs can mitigate or transform uncertainty into manageable risk, particularly post-entry, by strategically aligning their organisational constructs.
In a highly uncertain business environment, the MNE in question adopted specific strategic actions and invested in various organisational constructs - environment, strategy, competencies and organisational configurations. This approach enabled the MNE to acquire the necessary capabilities, knowledge and skills to convert uncertainty to risk, leading to effective and efficient planning and implementation of projects. Ultimately, this resulted in positive outcomes such as survival, growth, profitability, and sustainability, even in the challenging Palestinian context.