THE EFFECT OF CULTURE ON MARKETING STRATEGIES OF MULTINATIONAL FIRMS: A SURVEY OF SELECTED MULTINATIONAL CORPORATIONS IN NIGERIA
P. P. EKERETE Department of Business Administration, Faculty of Management Sciences, Rivers State University of Science and Technology
ABSTRACT The study examines the extent to which cultural elements affect the operations of multinational ﬁrms and investigate how these problems are tackled. Also it identiﬁes major cultural groupings, and examines marketing strategies that could achieve organizational objectives of these ﬁrms. Twenty multinational ﬁrms that have subsidiary ofﬁces in Nigeria and involved in the manufacturing and or marketing of food, beer, soft drink, soap, health and cosmetics were selected for the study. Personal interviews, and structured and unstructured questionnaires were used to obtain data and analysed using simple percentages and statistical tools. It was found that culture had an effect on product offering, pricing, promotion and distribution. The most inﬂuential cultural elements are language, religion beliefs and ethnic values. It was therefore recommended that multinational corporation should embrace the marketing concept in their operation, their promotion and products adapted to the environment. The consumer should be receptive to other people’s ways of life which leads to inter-cultural socialisation while the government should promote mass literacy programme. Key Words: Multinational corporation; Culture; Language; Religious belief; Hausas.
INTRODUCTION The emergence of multinational ﬁrms is one of the most recent developments of the last few decades. These ﬁrms are known to be large with adequate manpower and ﬁnancial strength that challenge the Gross National Products of some of the less developed countries. According to Stopford & Wells (1972), multinational ﬁrms in consumer goods industry do happen to be ﬁrms that devote more efforts to... [continues]
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