AUTHOR: Abu Sunday
AFFILIATION: Nnamdi Azikiwe University, Awka
This research work is on cultural influences on marketing strategies of global firms in Nigeria. It includes an extensive investigation into how culture influences the product of global firms through cultural elements. Using well structured questionnaires and oral interviews, the required information was gathered and in order to analyze the collected data, statistical tools were used. The global firms used to dominate the scene with food and beverages as well as soaps and detergents categories. These industries play important role in the growth and development of the economy, despite their roles they face some problems which restrict their growth. The recommendations are made to the global firms, the consumers and to the government in order to cushion the effect of the negative cultural influence on the economy.
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Tags: Aesthetic, Aesthetics, Contract Manufacturing, Cross-Cultural Comparism, Cultural Influences, Cultural Values, Culture, Exporting, Global Firms, Global Operation, Joint Venture, Licensing, Marketing, Marketing Language, Marketing Mix, Marketing Strategy, Marketing Thesis-2009, Material Culture, Nature Culture, Strategy, Subsidiary Firms, Transfer Price