MODE OF ENTRY OF MULTINATIONAL CORPORATION AND THEIR PERFORMANCE IN THE NIGERIAN MARKET

MODE OF ENTRY OF MULTINATIONAL CORPORATION AND THEIR PERFORMANCE IN THE NIGERIAN MARKET

ABSTRACT

This study investigates the mode of entry of multinational corporation and their performance Nigerian market. Research on the entry mode of multinational companies (MNCs) to Nigerian market has been one of the major topics in the international business, and the performance factor has been regarded as one of the major factors to explain the entry mode selection of MNCs. Based on the developing nature of the Nigerian market, MNCs can enter a market with Franchising, Licensing agreement, Exporting, joint venture or a wholly owned subsidiary, and Turnkey. This study test reasons for entering in the Nigerian market, modes of entering, challenges faced by multinational during entry and finally the impact of mode of entry of MNCs and their performance in the Nigerian market. The research adopted the survey method, with the use of the Questionnaire.

The results from the analysis on the first hypothesis show that a MNCs come into the Nigerian market for different reasons with different modes peculiar to their organization. The second hypothesis indicated that there are various challenges MNCs faced when entry into Nigerian market .

And the third hypothesis was supported indicating significant influence of mode of entry on the performance of MNCs in Nigerian markets.