Manufacturing companies pursue a number of strategies whenever they deem it fit to enter a new market or region. Importing entry strategy with the main aim of importing goods into the new market for resale before venturing into direct investment strategy is more adopted especially when it becomes necessary to reduce production cost. However, problem arises when companies start producing in the new market without strategic attention to the influence of national culture on sales’ generation.

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We tested these  along with an Arab-owned company that produced coffee, biscuit, candy, chocolate, nutrition, beverages and instant food. We investigated how Nigerian culture affected or altered the sales generation of the company’s selected products.

Here are details