Strategic Leadership in Multinational FMCG Corporations: Managing Regional Market Complexity in Emerging Economies

Abstract

The original study explores the impact of strategic leadership within multinational FMCG firms on successful handling of regional market complexity within emerging economies. Utilizing an explanatory mixed-method approach, the study uses surveys conducted among 92 business executives, along with qualitative interviews among 14 strategic leaders in subsidiary companies of Unilever, P&G, and Nestlé located in Nigeria, Kenya, and South Africa. It was found that adaptive strategic leadership significantly moderates the association between market complexity and subsidiary performance, explaining 64-67% of variation in performance outcomes. This research proposes a new model called the Adaptive Regional Complexity Leadership Model (ARCLM), combining strategic foresight, glocal execution, and agile orchestration.