Competitiveness a Masculinity-Femininity Cultural Dimension and Multinational Corporations’ Performance in Uganda

Abstract

This study conducted under strategy management sought to examine the influence of competitiveness within masculinity-femininity cultural dimension on performance of multinational corporations (MNCs) in Uganda. Specifically, it focused on aspects of competitiveness within the masculinity-femininity cultural dimension that included aggressiveness and materialism. The interest in this study was aroused because of MNCs performance challenges such as struggling to maintain businesses acumen, market share, growth and closure of businesses. This study adopted a cross-sectional research design using a quantitative approach and it involved 50 participants who responded to statements in a questionnaire. A simple regression analysis and a multiple-regression analysis were conducted to assess the influence investigated in this study. Results revealed that competitiveness within masculinity-femininity cultural dimension that included both aggressiveness and materialism had a significant positive influence on performance of MNCs in Uganda. In particular, low levels work aggressiveness and work materialism among MNCs’ employees contributed to the low levels of performance of MNCs in Uganda. The study recommends MNCs to align their strategic vision and mission towards competitiveness to instilling employee work aggressiveness and materialism toward achieving the objectives of the MNCs.

Keywords: Masculinity-femininity, competitiveness, aggressiveness, materialism and performance

DOI: 10.7176/EJBM/15-12-03

Publication date:June 30^th 2023