MODE OF ENTRY OMULTINATIONAL CORPORATION AND THEIR PERFORMANCE IN THE NIGERIAN MARKET.
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MODE OF ENTRY OMULTINATIONAL CORPORATION AND THEIR PERFORMANCE IN THE NIGERIAN MARKET.
ABSTRACT
This study looks into how multinational corporations enter the Nigerian market and how well they succeed there. Research on the entry method of multinational corporations (MNCs) into the Nigerian market has been a key topic in international business, and the performance factor has been regarded as one of the most important variables in explaining MNC entry mode selection.
MNCs can enter the Nigerian market by franchising, licencing agreements, exporting, joint venture or completely owned subsidiary, or turnkey, depending on the market’s development stage.
This study examines the motives for entering the Nigerian market, the forms of entry, the problems that multinationals confront during entry, and the impact of MNCs’ manner of entry on their success in the Nigerian market. The investigation used a survey method with a questionnaire.
The results of the analysis on the first hypothesis demonstrate that MNCs enter the Nigerian market for a variety of reasons and through various ways unique to each organisation. The second hypothesis suggested that MNCs confront a variety of hurdles while entering the Nigerian market.
The third hypothesis was supported, showing that mode of entrance has a considerable influence on MNC performance in Nigerian markets.
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