Journal of Marketing & Supply Chain Management

MNCs are established not solely for profit they are to work to promote the peace and wellbeing of the society through various growth activities Studies have established that there is also the need for Host communities to reciprocate good gestures of well-behaved MNCs and to respect the basic rights of their business to exist as an economic entity as well as a corporate citizen within society [1-4]. Hence, the agitation for reciprocity and mutual respect of values and interests between business and stakeholders of the business have spurred debates and the need for continuous conversations in business climes. Where however, there is conflict between the values held by MNCs and the Host communities, it can result in breakdown of relations and mutual respect [5]. The implication of this is that, when actions and decisions are not in line with the values and interest of the society or vice versa, it may result into loss of credibility and trust, degenerating to further negative consequences such as boycotts, protests, and legal actions [4]. It is therefore crucial that MNCs are continuously up to date with the values, needs, norms, and politics of the Host communities in which they operate, to make informed decisions in the process, operations and relationship building as these obligation lies more on them.