Be early or on time when attending meetings, particularly when meeting with someone considered more important than yourself.
Background: Even though “African time” is a concept in Nigeria implying that events and meetings will usually start late, being punctual is celebrated and will create a sense that you are dependable.
It is best to discuss any contrary views, especially the popular opinions, in private and one-on-one.
Background: A critical attitude is usually perceived as an attack, rejection or disloyalty to the group. Internal loyalty is very important, and it is usually rewarded.
Being the best and outperforming competition are strong motivators in Nigeria.
Background: Nigeria scores high on Masculinity (on Hofstede 6D model on National Cultures). This means there is a huge emphasis on achievement and performance.
With over 200 million people, the country is the largest economy and the largest market on the African continent.
Background: Owing to the large population and infrastructural deficit in Nigeria, demand almost always exceeds supply. This fact poses a huge business opportunity for both local and foreign investors.
Nigeria is integrating technological innovations in many sectors in the country with the financial services sector taking the lead in technological adoption.
Background: Adoption of digital technology is on the increase and becoming essential to being a relevant player in the highly competitive industries.
Innovation and science are relatively underdeveloped in Nigeria, due to small R&D expenditure (around 0.2% of GDP), relatively low education standards and tertiary attainment.
Background: The lack of financial and human resources limit the current and future science and innovation potential of the country. Despite the government formulating the Strategic Plan for Science, Technology and Innovation in 2011, the progress in these areas has been slow so far.
The trends in the global oil sector usually impact the economy of Nigeria heavily.
Background: Since 2014, Nigeria has faced hard economic setbacks due to the oil price crash. Investment in non-oil sectors, such as agriculture, science and technology, opens new business opportunities and thereby stimulates innovation.
Consumers in Nigeria tend to be extremely loyal to the first brand that they know, which could adversely impact the ability of new products to penetrate the market. Being a “first mover” of a product or service is important.
Background: The first established brand in any line of product or service dominates in the country for a very long time. Other products could struggle to enter, as that line of product or service would be named after the first brand they know.
Giving implicit instructions and orders is usually expected and welcomed in most Nigerian organisations.
Background: Nigeria is a high Power Distance society (PDI=80), therefore hierarchy is existential in the majority of the institutions in the country. Power holders and those in top-tiers of hierarchical structures will be expected to give orders and may be considered weak leaders if they are consultative.
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