The Effect Of Culture On Foreign Direct Investment Case Study: Unilever Company Kenya

ABSTRACT

This report is a result of research can-ied to find out the effects of culture on FDI. This

topic was guided by objectives which were; to examine the different cultural elements, to

examine factors affecting the performance of FDI and to examine relationship between

culture and FDI.

To achieve the objective of the study, the researcher mainly read and analyzes the

existing literature to gather necessmy information which was further reviewed to ensure

accuracy and consistence of study variables.

The significance of the study was found out to be of great importance to business people,

investors and future researchers.

Cultural elements which include; language, aesthetic, religion, taboos, material culture

and education affect the smooth performance ofFDI as discovered in the research study,

though there were also other factors which include political, liberalization and regulatory

framework also affects the performance of foreign investment.

The recommendations suggested that cultural adaptability is ve1y important for the

success of any firm entering foreign market.