Market orientation, cultural awareness and performance of multinational firms: A case of multinational firms in Uganda

Abstract

The purpose of the study was to examine the relationship between market orientation, cultural awareness and performance of multinational corporations in Uganda. The study was induced by the low investment rating of multinational companies leading to low performance. The study thus aimed at enhancing the understanding of market orientation and cultural awareness as part of the factors affecting the performance of multinational firms.

A cross sectional survey design was used as primary data was collected at a point in time. Regression, correlation coefficients, frequency distribution tables were used to determine the relationships between the variables of study.

The findings of the study revealed a significant and positive relationship between market orientation, cultural awareness and performance of multinational corporations in Uganda.

The study recommended that MNCs should engage more on cultural awareness strategies since they serve heterogeneous cultures with goods and services in addition to market orientation for their success in the host countries.

In conclusion MNCs should promote a cultural fit through training of staff on cultural awareness and cultural tolerance by scanning the market environment in order to improve their performance in host countries.