STRATEGY, PERFORMANCE AND ORGANIZATIONAL IDENTITY OF THE MEXICAN MANUFACTURING SMEs, ESTRATEGIA, DESEMPENO E IDENTIDAD ORGANIZACIONAL DE LAS PYMES MANUFACTURERAS MEXICANAS

Today SME´s are recognized as profitable and job generators. They contribute to the economy and some reach international markets. Although to succeed and to support themselves on the market, theorganizations must consider three key areas: strategy, organization identity and their own performance. This paper focuses on these three aspects in Mexican manufacturing SME´s. We used the Vezina interview and questionnaire (2011). The results state that individualistic identity prevails in these organizations. This implies they are more concerned about themselves and their own benefit than the people or community. In that sense, to satisfy their own needs and market demands, their strategy is prospective because they are risky and promote their own changes. They look to keep the leadership in markets. All of this is reflected in performance, employees and customers retained, but mostly in sales records.