Standardization or Modification? UK Firms' Marketing Strategy in Africa

Authors

Maktoba Omar
A. Vindelyn Smith-Hillman

Abstract

The paper aims to identify those factors that influence UK multinational corporations' policy of standardisation within African economies. This is an important strategic issue as foreign direct investment within Africa represents a small but growing proportion of total FDI inflows. Regression analysis reveals that political risk is statistically significant as are cultural factors, whilst regulation proved to statistically insignificant.

Recommended Citation

Omar, Maktoba and Smith-Hillman, A. Vindelyn (2004) "Standardization or Modification? UK Firms' Marketing Strategy in Africa," Journal of African Policy Studies: Vol. 10: No. 2, Article 4.
Available at: https://ecommons.udayton.edu/joaps/vol10/iss2/4