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dc.contributor.authorNankya, Jameo
dc.date.accessioned2013-11-25T07:38:04Z
dc.date.available2013-11-25T07:38:04Z
dc.date.issued2013-01
dc.identifier.citationNankya, J. (2013). Market orientation, cultural awareness and performance of multinational firms: A case of multinational firms in Uganda. Unpublished master's dissertation. Makerere University, Kampala, Ugandaen_US
dc.identifier.urihttp://hdl.handle.net/10570/2068
dc.descriptionA Dissertation Submitted to the School of Graduate Studies in Partial Fulfillment for the Award of the Degree of Master of Science in Accounting and Finance of Makerere Universityen_US
dc.description.abstractThe 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.en_US
dc.language.isoenen_US
dc.publisherMakerere Universityen_US
dc.subjectMultinational firmsen_US
dc.subjectMarket orientationsen_US
dc.subjectCultural awarenessen_US
dc.subjectPerformanceen_US
dc.subjectUgandaen_US
dc.titleMarket orientation, cultural awareness and performance of multinational firms: A case of multinational firms in Ugandaen_US
dc.typeThesisen_US


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