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Periodical article Periodical article Leiden University catalogue Leiden University catalogue WorldCat catalogue WorldCat
Title:The Effect of Culture on Marketing Strategies of Multinational Firms: A Survey of Selected Multinational Corporations in Nigeria
Author:Ekerete, Paulinus P.ISNI
Year:2001
Periodical:African Study Monographs
Volume:22
Issue:2
Period:July
Pages:93-101
Language:English
Geographic term:Nigeria
Subjects:culture
multinational enterprises
marketing
Development and Technology
Economics and Trade
Religion and Witchcraft
External link:https://jambo.africa.kyoto-u.ac.jp/kiroku/asm_normal/abstracts/pdf/22-2/93-101.pdf
Abstract:This paper examines the extent to which cultural elements affect the marketing strategies of multinational firms in Nigeria and investigates how the effect of cultural influences is tackled. It also identifies major cultural groupings, and examines marketing strategies that could achieve the organizational objectives of the multinationals in question. The paper is based on a study of twenty multinational firms with subsidiary offices in Nigeria. The firms are involved in manufacturing and/or marketing food, beer, soft drink, soap, health products and cosmetics. The analysis revealed that culture had an effect on product offering, pricing, promotion and distribution. The multinationals made use of specific marketing strategies for particular situations and influences. The firms also indicated that marketing strategies were adopted to purposely overcome competition for more market shares and improved sales, and to stand the test of ever-changing trends as they affected demand and supply. Bibliogr., sum.
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