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The Effect of Culture on Marketing Strategies of Multinational Firms: A Survey of Selected Multinational Corporations in Nigeria
| Content Provider | Semantic Scholar |
|---|---|
| Author | Ekerete, Paulinus P. |
| Copyright Year | 2001 |
| Abstract | The study examines the extent to which cultural elements affect the opera- tions of multinational firms and investigate how these problems are tackled. Also it identifies major cultural groupings, and examines marketing strategies that could achieve organiza- tional objectives of these firms. Twenty multinational firms that have subsidiary offices in Nigeria and involved in the man- ufacturing 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 distribu- tion. The most influential cultural elements are language, religion beliefs and ethnic values. It was therefore recommended that multinational corporation should embrace the market- ing 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. |
| Starting Page | 93 |
| Ending Page | 101 |
| Page Count | 9 |
| File Format | PDF HTM / HTML |
| DOI | 10.14989/68203 |
| Volume Number | 22 |
| Alternate Webpage(s) | https://repository.kulib.kyoto-u.ac.jp/dspace/bitstream/2433/68203/1/ASM_22_93.pdf |
| Alternate Webpage(s) | http://www.africa.kyoto-u.ac.jp/kiroku/asm_normal/abstracts/pdf/22-2/93-101.pdf |
| Alternate Webpage(s) | https://doi.org/10.14989/68203 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
