The most effective market entry strategy for medical device multi-national companies into Nigeria

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Ojelade, Olusegun Ayo
Issue Date
MA of Business Administration
Dublin Business School
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The main aim of this study was to determine the most effective entry strategy used by medical device multinational companies into Nigeria. Despite abundant research on entry strategies in International Business (IB) studies, scholars have paid scant attention to the context within which entry strategies into foreign markets are driven, which is mostly by the dynamics of the local market. The research adopted qualitative method by conducting semi- structured interviews to 5 top managers from various medical device multinational companies in Nigeria market. The findings from the research was analysed using thematic analysis process and by using NVivo 12 pro software. The research findings shows that the most effective entry strategy for medical device multinational companies into the Nigerian market is the combination of both indirect entry strategy, that is exporting or distributor, and direct entry strategy. It is recommended that the medical device multinational companies appoint channel partners or distributors that understand and have the knowledge of the market.