GLOBALISATION AND NIGERIA’S INVOLVEMENT IN INTERNATIONAL MARKETING

Abstract

The emergence of internet, electronic mailing, telecommunication, trade liberation and openness, and computer technologies in the context of today’s world has led to expanding information environment that have reduced the world to a global village. In these contemporary times and the world over, there has been phenomenal metamorphosis in virtually all aspects of the society. It is a common held view that globalization holds the key to rapid international marketing growth and development. Yet Nigeria is undoubtedly facing a number of challenges that have to do with the consolidation of the gains of globalization. Therefore, Nigeria does not benefit much from globalisaiton. The objective of this paper is to determine the co-integration between globalization and the extent of Nigeria participation in international marketing. To achieve the objective of the study the researcher examined the co-integration between trade openness and liberation, and international
marketing using co-integration model for analysis. The study used secondary data. Empirical evidences point to no co-integration between globalization and Nigeria’s involvement in international marketing. Nigeria is less integrated with the rest of the world in terms of global marketing. It has been suggested that for Nigeria to be linked to global marketing system, there is need to develop programme and implement strong and stable political, social and economic strategies.