Date of Conferral

2016

Degree

Doctor of Business Administration (D.B.A.)

School

Business Administration

Advisor

Jorge Gaytan

Abstract

Trade between the United States and Africa decreased 32% from US$125 billion, in 2011, to US$85 billion, in 2013; however, MNCs from other regions have continued to increase investments in Africa. Multinational corporations (MNCs) generate most of their return on investment (ROI) from the Western world. Globalization, increasing middle classes in emerging markets, and decreasing population in the Western world have lead to unsustainable ROI. Nigeria, the most populous and largest economy in Africa and the 27th largest economy in the world, offers new opportunities with an annual growth rate forecast of 6% to 8%. Utilizing the diamond theory of competitive advantage of nations, this single case study was an exploration of the strategies that managers of MNCs have used to optimize Nigeria's higher ROI. Interview questions on new entry challenges, operational obstacles, and strategies to mitigate the challenges contributed to answering the overarching research question related to the strategies that managers of MNCs have used successfully to take advantage of Nigeria's high ROI. The participants were 5 executives at the Nigerian operation of a global technology conglomerate with presence in 166 countries. Data collection included a series of semistructured face-to-face interviews. Data analysis using modified van Kaam method resulted in 5 themes: business environment, effective entry strategies, challenges in Nigeria, mitigating challenges in Nigeria, and volatility of Nigerian market and mitigation strategies. Findings may contribute to ROI optimization and influence social change by providing more jobs, thereby increasing standard of living in Nigeria.

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