The Influence of Dutch and Kenyan Cultures on the business operations by Dutch organisations in Kenya

Abstract

The purpose of this study was to establish the influence of Dutch and Kenyan cultures on the business operations by Dutch organizations in Kenya. The study was in light of the globalization and internationalization trends being undertaken by Multi National companies in a bid to grow their market share among other aspects. The study adopted a survey research design and a census was conducted of the 45 Dutch companies operating in Kenya. Primary data was collected from 40 Dutch companies operating in Kenya through a questionnaire. The findings from the study reveal that the operations of Dutch companies operating in Kenya are highly influenced by the Dutch and Kenyan cultures. Some of the aspects that are largely influenced by culture include the mode of communication adopted by the companies; the negotiation tactics; the type of products availed to the market and the way to promote and advertise these products and services. Other aspect that were examined in the study revealed that interpersonal and societal relationships; the dress code; the acceptable working hours that are adopted by the Dutch companies as well as the ultimate success of the organizations are also influenced by culture. An aspect o the study also examined the type of business operations that Dutch companies in Kenya have been engaged in and it indicated that 45% of the companies are engaged in fast moving consumer goods and the majority of organizations are engaged in humanitarian activities,. Only 15% of the companies interviewed were in manufacturing. This indication to some extent is influenced by culture where organizations choose different modes of entry in host countries depending on their cultural orientations. The study further recommends that Dutch companies in Kenya should enhance cultural integration in order to achieve their desired level of success.