n African Journal of Business and Economic Research - Structure and strategy adoption : policy for achieving marketing goals : a study of multinational and indigenous food and beverage companies in Nigeria

Volume 6, Issue 2_3
  • ISSN : 1750-4554
  • E-ISSN: 1750-4562


The study investigated multinational and indigenous companies adopting organizational structures and strategies to achieve marketing goals, and how these variables influenced their respective performance. Variables were used to evolve detailed analysis of issues relating to marketing goals and organizational structures and strategies. Relevant models and theories were employed. Two hypotheses were investigated through the survey of randomly selected forty multinational and one-hundred and twenty indigenous foods and beverage companies. Findings revealed that marketing goals were better achieved by multi-national companies than indigenous companies while the structure/strategy adopted by multinational companies yielded better performance than those of indigenous counterparts. It was concluded that indigenous companies were unable to achieve marketing goals better; as well as outperformed multinational companies due to unconventional structures and strategies adopted. It was recommended that indigenous companies should adopt functional organizational structures and strategies, acquire better knowledge of marketing, and place their companies on Nigerian Stock Exchange.

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