Strategic critical success factors for multinational enterprises operating in the fast moving consumer goods industry in Nigeria

Abstract

With a large market and the fourth biggest economy in Africa, Nigeria has attracted the attention of many enterprises in the fast-moving consumer goods industry (FMCG). However, Nigeria presents many challenges, as can be attested to by several multinational enterprises (MNEs) that have in recent times pulled out of this market. Consequently, this study set out to determine what the strategic critical success factors (SCSF) are for MNEs that operate in the FMCG industry in Nigeria. Conducting semi-structured interviews with 13 senior managers of MNEs operating in the Nigerian FMCG industry, the researchers identified 19 SCSFs. Of these, adapting to the external environment, understanding and adapting to consumer needs, and building relationships with stakeholders were found to be the most prominent.