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8 publications found.
The Influence of Investment Legislation on the Macroeconomic Performance of the CEMAC Region
The countries of the Economic and Monetary Community of Central African States (CEMAC) adopted in 1999 a common investment legislation which member countries adapted to their…
Leadership Styles and Organisational Performance: Case of Small Businesses in Cameroon Size Businesses in Buea Municipality
This study assesses the relationship between leadership styles and organisational performance for small and medium size organisations in Cameroon. Specifically, it examines the effect of authoritarian…
A Comparative Analysis of Customer Service Strategies, Challenges and Strives towards Customer Satisfaction: MTN Nigeria and MTN Cameroon Experience
Aim: This research attempts to perform a comparative analysis of customer service strategies and the challenges encountered by MTN Nigeria and MTN Cameroon. With over 300…
In-Store Social Cues and Impulse Purchasing Behavior at Supermarkets: The Moderating Effects of Customer Demographics
Purpose: This study aims to evaluate the association between impulse buying behavior and in-store social cues (salespeople, presence of other customers, and in-store events) at supermarkets…
Nexus Between In-Store Design Cues and Impulse Purchasing Behavior at Supermarkets in Yaoundé, Cameroon: Do Gender and Age Matter?
Purpose: This study seeks to assess the relationship between in-store design cues (store layout, product placement, signage, and point of sales display) and impulse purchase behavior…
Determinants of Marketing Innovations in Small and Medium-Sized Enterprises: An Empirical Study
Purpose: This study aims to examine the effects of internal factors (organizational culture and leadership, resources and human capital, technological capabilities) and external pressures (shifts in…
Search Engine Optimization and Internet Marketing Strategy Among Medium-Sized Companies in Bamenda, Cameroon: An Exploratory Study
Search Engine Optimization (SEO) and internet marketing have become critical strategic tools for businesses seeking visibility and competitiveness in increasingly digital markets. However, adoption among medium-sized…
Cameroon’s Digital Marketing Maturity Scorecard 2026: A Ten-Dimension Framework for SME Readiness
A ten-dimension scoring framework assessing digital marketing maturity among Cameroonian SMEs, covering website presence, social media activity, paid advertising, SEO, e-commerce readiness, data analytics, content strategy,…