n African Journal of Business and Economic Research - Market-oriented strategies of subsidiaries of multinational corporations in Ghana

Volume 3, Issue 1
  • ISSN : 1750-4554
  • E-ISSN: 1750-4562


This study reports the results of an empirical investigation into the antecedents and degree of market orientation of a subsidiary of a Multinational Corporation (MNC) located in Ghana. The study is premised on the understanding that MNCs transfer "best management practices" through their subsidiaries to local firms in developing countries and thereby upgrade the managerial knowledge and performance of these firms. This takes place through linkages with their local suppliers and customers. The results show the MNC to be market oriented. They also support evidence from previous studies that top management emphasis combines with organisational characteristics such as interdepartmental connectedness, and market-based reward system to influence the degree of market orientation of firms. The company's customers have validated the self-assessment of market orientation made by the company's employees. The study has not however fully established any adoption of market-oriented practices by the customers of the company.

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