Understanding opportunity focus and its effects on douala micro-small enterprises sales performance

https://doi.org/10.35912/amor.v7i1.2355
Published: Aug 21, 2025

Abstract:

Purpose: The main purpose of this study is to understand opportunity focus and its effects on the sales performance of micro-small enterprises in Douala.

Research Methodology: This study adopted a quantitative research design using a questionnaire as the primary data collection instrument. The sample size of 385 was determined using the Cochran formula for an unknown population and selected using simple random sampling. The collected data were analyzed using the ordinary least squares technique (OLS) with the help of STATA 17.

Results: The findings revealed a positive and significant effect of opportunity focus on sales performance in micro- and small-sized enterprises in Douala V, Cameroon. The results also show that younger business owners outperform their older counterparts in terms of sales performance.

Conclusions: This study provides insightful policy recommendations for micro and small businesses, newly formed NGOs, governments, and other stakeholders to bolster their competitive positions, contribute to sustainable and inclusive economic growth, and foster innovation and entrepreneurship in their sectors.

Limitations: The study is limited to micro and small-sized enterprises in the Douala Five municipality, making generation difficult for other medium and large enterprises within and out of the Douala Five municipality since these enterprises vary in size and definitely differ in resource constraints

Contribution: This study provides insightful policy recommendations for micro and small businesses, newly formed NGOs, governments, and other stakeholders to bolster their competitive positions, contribute to sustainable and inclusive economic growth, and foster innovation and entrepreneurship in their sectors.

Keywords:
1. Challenges
2. Overworked
3. Private Schools
4. Teachers
5. Underpaid
Authors:
1 . Efeutlancha Forji Angelus
University of Bamenda, Bamenda, Cameroon
2 . Njong Mom Aloysius
University of Bamenda, Bamenda, Cameroon
3 . Nkiendem Felix
University of Bamenda, Bamenda, Cameroon
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How to Cite
Angelus, E. F., Aloysius, N. M. ., & Felix, N. . (2025). Understanding opportunity focus and its effects on douala micro-small enterprises sales performance . Annals of Management and Organization Research, 7(1), 31–44. https://doi.org/10.35912/amor.v7i1.2355
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Issue & Section
Vol. 7 No. 1 (2025): August
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

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    Al Mamun, A., & Fazal, S. A. (2018). Effect of entrepreneurial orientation on competency and micro-enterprise performance. Asia Pacific Journal of Innovation and Entrepreneurship, 12(3), 379-398. doi:https://doi.org/10.1108/APJIE-05-2018-0033

    AlMulhim, A. F. (2023). Knowledge management capability and organizational performance: a moderated mediation model of environmental dynamism and opportunity recognition. Business Process Management Journal, 29(6), 1655-1679. doi:https://doi.org/10.1108/BPMJ-10-2022-0515

    Alvarez, S. A., & Barney, J. B. (2014). Entrepreneurial opportunities and poverty alleviation. Entrepreneurship theory and practice, 38(1), 159-184. doi:https://doi.org/10.1111/etap.12078

    Anoke, F., Ngozi, N. H., Uchechukwu, E. S., & Joyce, I. (2022). Entrepreneurial Marketing And SMEs Growth In Post Covid-19 Era In Awka, Anambra State, Nigeria. International Journal of Financial, Accounting, and Management, 4(2), 115-127. doi:https://doi.org/10.35912/ijfam.v4i2.833

    Ardichvili, A., Cardozo, R., & Ray, S. (2003). A theory of entrepreneurial opportunity identification and development. Journal of business venturing, 18(1), 105-123.

    Bagale, G. S., Vandadi, V. R., Singh, D., Sharma, D. K., Garlapati, D. V. K., Bommisetti, R. K., . . . Sengan, S. (2021). Small and medium?sized enterprises’ contribution in digital technology. Petra Christian University.

    Bambale, A. J. a. (2014). Research methodological techniques as a model for quantitative studies in Social Sciences. British Journal of Economics, Management & Trade, 4(6), 862-879. doi:http://dx.doi.org/10.9734/BJEMT/2014/7665

    Becherer, R. C., Helms, M. M., & McDonald, J. P. (2012). The effect of entrepreneurial marketing on outcome goals in SMEs. New england journal of Entrepreneurship, 15(1), 7-18. doi:https://doi.org/10.1108/NEJE-15-01-2012-B001

    Boddy, C. R. (2016). Sample size for qualitative research. Qualitative market research: An international journal, 19(4), 426-432. doi:https://doi.org/10.1108/QMR-06-2016-0053

    Cohen, B., & Winn, M. I. (2007). Market imperfections, opportunity and sustainable entrepreneurship. Journal of Business Venturing, 22(1), 29-49. doi:https://doi.org/10.1016/j.jbusvent.2004.12.001

    Edelman, L., & Yli–Renko, H. (2010). The impact of environment and entrepreneurial perceptions on venture-creation efforts: Bridging the discovery and creation views of entrepreneurship. Entrepreneurship theory and practice, 34(5), 833-856. doi:https://doi.org/10.1111/j.1540-6520.2010.00395.x

    Fatoki, O. (2019). Entrepreneurial marketing and performance of small and medium enterprises in South Africa. Journal of Reviews on Global Economics, 8(1), 1429-1437. doi:https://doi.org/10.6000/1929-7092.2019.08.126

    Gebreyohannes, Y. (2015). Assessment of the Challenges of Micro and Small Scale Enterprises to Contribute to Sustainable Development: The Case of Manufacturing Enterprises in Addis Ababa. Addis Ababa University, Ethiopia.

    Hacioglu, G., Eren, S. S., Eren, M. S., & Celikkan, H. (2012). The Effect of Entrepreneurial Marketing on Firms’ Innovative Performance in Turkish SMEs. Procedia - Social and Behavioral Sciences, 58, 871-878. doi:https://doi.org/10.1016/j.sbspro.2012.09.1065

    Hartanto, S. (2020). Addressing the tax challenges of e-commerce transactions. International Journal of Financial, Accounting, and Management, 2(1), 29-39. doi:https://doi.org/10.35912/ijfam.v2i1.162

    Hoque, A. (2018). The effect of entrepreneurial orientation on Bangladeshi SME performance: Role of organizational culture. International Journal of Data and Network Science, 2(1), 1-14.

    Hsieh, C., Nickerson, J. A., & Zenger, T. R. (2007). Opportunity discovery, problem solving and a theory of the entrepreneurial firm. Journal of Management Studies, 44(7), 1255-1277. doi:https://doi.org/10.1111/j.1467-6486.2007.00725.x

    Ibrahim, M. M., Ariyanti, M., & Iskamto, D. (2025). The effect of sales promotion and hedonic shopping motivation on impulse buying behavior and the impact to customer loyalty in social commerce TikTok shop. Journal of Multidisciplinary Academic Business Studies, 2(2), 399-415. doi:https://doi.org/10.35912/jomabs.v2i2.2686

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    Kilenthong, P., Hultman, C. M., & Hills, G. E. (2016). Entrepreneurial orientation as the determinant of entrepreneurial marketing behaviors. Journal of Small Business Strategy (archive only), 26(2), 1-22.

    Kurpayanidi, K. I. (2018). World bank DB2018 rating and its place in the development of the roadmap for entrepreneurship development in Uzbekistan. Paper presented at the International scientific review of the problems of economics and management.

    Kusa, N. D., & Danladi, N. Y. (2024). Entrepreneurial passion on the success of SME’s in Plateau State, Nigeria: The role of entrepreneurial skills. Journal of Sustainable Tourism and Entrepreneurship, 5(1), 57-74. doi:https://doi.org/10.35912/joste.v5i1.2124

    Leonidou, C. N., & Leonidou, L. C. (2011). Research into environmental marketing/management: a bibliographic analysis. European journal of marketing, 45(1/2), 68-103. doi:https://doi.org/10.1108/03090561111095603

    Liliyan, A. (2020). The Effect of Entrepreneurial Marketing on Marketing Performance in SMEs. Journal of Research in Business, Economics, and Education, 2(6), 1311-1320.

    Mort, G. S., Weerawardena, J., & Liesch, P. (2012). Advancing entrepreneurial marketing: Evidence from born global firms. European journal of marketing, 46(3-4), 542-561. doi:https://doi.org/10.1108/03090561211202602

    Mo?teanu, N. R., & Mesue, A. D. M. N. (2023). Strategic Entrepreneurship Approach for a Sustainable African Ecosystem. In S. Adomako, A. Danso, & A. Boateng (Eds.), Corporate Sustainability in Africa: Responsible Leadership, Opportunities, and Challenges (pp. 255-280). Cham: Springer International Publishing.

    Mueti, N. E. (2019). The Impact of Industry 4.0 on Competitiveness of South African Small, Medium and Micro-Sized Enterprises. University of Johannesburg (South Africa).

    Ngon Ngon, G. F., Mbog, M. B., Etame, J., Ntamak-Nida, M. J., Logmo, E. O., Gerard, M., . . . Bilong, P. (2014). Geochemistry of the Paleocene-Eocene and Miocene-Pliocene clayey materials of the eastern part of the Wouri River (Douala sub-basin, Cameroon): Influence of parent rocks. Journal of African Earth Sciences, 91, 110-124. doi:https://doi.org/10.1016/j.jafrearsci.2013.12.005

    Nwekeala, B. B. (2023). ENTREPRENEURIAL CAPABILITIES AND BUSINESS SUCCESS OF SMES IN PORT HARCOURT. BW Academic Journal, 11-11.

    Olannye, A., & Edward, E. (2016). The dimension of entrepreneurial marketing on the performance of fast food restaurants in Asaba, Delta State, Nigeria. Journal of Emerging Trends in Economics and Management Sciences, 7(3), 137-146. doi:https://hdl.handle.net/10520/EJC196776

    Otika, U. S., Ejiofor, U. H., & Olise, C. M. (2019). Risk Perceptions and Online Shopping Intention among Internet Users In Nigeria. The Academy of Management Nigeria (TAMN), 1122.

    Ouragini, I., & Lakhal, L. (2023). The impact of entrepreneurial marketing on the firm performance. Journal of the Knowledge Economy, 1-23.

    Polas, M. R. H., & Raju, V. (2021). Technology and Entrepreneurial Marketing Decisions During COVID-19. Global Journal of Flexible Systems Management, 22(2), 95-112. doi:https://doi.org/10.1007/s40171-021-00262-0

    Pulka, B. M., & Gawuna, M. S. (2022). Contributions of SMEs to employment, gross domestic product, economic growth and development. Jalingo Journal of Social and Management Sciences, 4(1), 1-18.

    Putta, S. S. (2023). The Impact Of Entrepreneurial Marketing On The Financial Performance Of Small And Medium Scale Enterprises.

    Rahi, S., Alnaser, F. M., & Abd Ghani, M. (2019). Designing survey research: recommendation for questionnaire development, calculating sample size and selecting research paradigms. Economic and Social Development: Book of Proceedings, 1157-1169.

    Renz, T. T. (2018). Urban Land Grabbing Mayhem in Douala Metropolitan Local Council Areas, Cameroon. Current Urban Studies, 6(2), 243-259.

    Sadiku-Dushi, N., Dana, L.-P., & Ramadani, V. (2019). Entrepreneurial marketing dimensions and SMEs performance. Journal of Business Research, 100, 86-99. doi:https://doi.org/10.1016/j.jbusres.2019.03.025

    Shen, J., Sha, Z., & Wu, Y. J. (2020). Enterprise adaptive marketing capabilities and sustainable innovation performance: An opportunity–resource integration perspective. Sustainability, 12(2), 469. doi:https://doi.org/10.3390/su12020469

    Stephen, O. U., Ireneus, N., & Moses, O. C. (2019). Entrepreneurial marketing practices and competitive advantage of small and medium size enterprises in Nigeria. European Journal of Business and Innovation Research, 7(3), 1-30.

    Tharu, N. K., & Shrestha, Y. M. (2019). The influence of bank size on profitability: An application of statistics. International Journal of Financial, Accounting, and Management, 1(2), 81-89. doi:https://doi.org/10.35912/ijfam.v1i2.82

    Thomas, G. (2014). Research methodology, methods and design Researching the Police in the 21st Century: International Lessons from the Field (pp. 83-116): Springer.

    Usadha, I. D. N., Supartha, I. W. G., Riana, I. G., & Surya, I. B. K. (2022). Determinants Of Entrepreneurship Orientation and Their Impact on Entrepreneurship Intention. Calitatea, 23(191), 211-222.

    Yadav, A., & Bansal, S. (2021). Viewing marketing through entrepreneurial mindset: a systematic review. International Journal of Emerging Markets, 16(2), 133-153. doi:https://doi.org/10.1108/IJOEM-03-2019-0163

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  2. Al Mamun, A., & Fazal, S. A. (2018). Effect of entrepreneurial orientation on competency and micro-enterprise performance. Asia Pacific Journal of Innovation and Entrepreneurship, 12(3), 379-398. doi:https://doi.org/10.1108/APJIE-05-2018-0033
  3. AlMulhim, A. F. (2023). Knowledge management capability and organizational performance: a moderated mediation model of environmental dynamism and opportunity recognition. Business Process Management Journal, 29(6), 1655-1679. doi:https://doi.org/10.1108/BPMJ-10-2022-0515
  4. Alvarez, S. A., & Barney, J. B. (2014). Entrepreneurial opportunities and poverty alleviation. Entrepreneurship theory and practice, 38(1), 159-184. doi:https://doi.org/10.1111/etap.12078
  5. Anoke, F., Ngozi, N. H., Uchechukwu, E. S., & Joyce, I. (2022). Entrepreneurial Marketing And SMEs Growth In Post Covid-19 Era In Awka, Anambra State, Nigeria. International Journal of Financial, Accounting, and Management, 4(2), 115-127. doi:https://doi.org/10.35912/ijfam.v4i2.833
  6. Ardichvili, A., Cardozo, R., & Ray, S. (2003). A theory of entrepreneurial opportunity identification and development. Journal of business venturing, 18(1), 105-123.
  7. Bagale, G. S., Vandadi, V. R., Singh, D., Sharma, D. K., Garlapati, D. V. K., Bommisetti, R. K., . . . Sengan, S. (2021). Small and medium?sized enterprises’ contribution in digital technology. Petra Christian University.
  8. Bambale, A. J. a. (2014). Research methodological techniques as a model for quantitative studies in Social Sciences. British Journal of Economics, Management & Trade, 4(6), 862-879. doi:http://dx.doi.org/10.9734/BJEMT/2014/7665
  9. Becherer, R. C., Helms, M. M., & McDonald, J. P. (2012). The effect of entrepreneurial marketing on outcome goals in SMEs. New england journal of Entrepreneurship, 15(1), 7-18. doi:https://doi.org/10.1108/NEJE-15-01-2012-B001
  10. Boddy, C. R. (2016). Sample size for qualitative research. Qualitative market research: An international journal, 19(4), 426-432. doi:https://doi.org/10.1108/QMR-06-2016-0053
  11. Cohen, B., & Winn, M. I. (2007). Market imperfections, opportunity and sustainable entrepreneurship. Journal of Business Venturing, 22(1), 29-49. doi:https://doi.org/10.1016/j.jbusvent.2004.12.001
  12. Edelman, L., & Yli–Renko, H. (2010). The impact of environment and entrepreneurial perceptions on venture-creation efforts: Bridging the discovery and creation views of entrepreneurship. Entrepreneurship theory and practice, 34(5), 833-856. doi:https://doi.org/10.1111/j.1540-6520.2010.00395.x
  13. Fatoki, O. (2019). Entrepreneurial marketing and performance of small and medium enterprises in South Africa. Journal of Reviews on Global Economics, 8(1), 1429-1437. doi:https://doi.org/10.6000/1929-7092.2019.08.126
  14. Gebreyohannes, Y. (2015). Assessment of the Challenges of Micro and Small Scale Enterprises to Contribute to Sustainable Development: The Case of Manufacturing Enterprises in Addis Ababa. Addis Ababa University, Ethiopia.
  15. Hacioglu, G., Eren, S. S., Eren, M. S., & Celikkan, H. (2012). The Effect of Entrepreneurial Marketing on Firms’ Innovative Performance in Turkish SMEs. Procedia - Social and Behavioral Sciences, 58, 871-878. doi:https://doi.org/10.1016/j.sbspro.2012.09.1065
  16. Hartanto, S. (2020). Addressing the tax challenges of e-commerce transactions. International Journal of Financial, Accounting, and Management, 2(1), 29-39. doi:https://doi.org/10.35912/ijfam.v2i1.162
  17. Hoque, A. (2018). The effect of entrepreneurial orientation on Bangladeshi SME performance: Role of organizational culture. International Journal of Data and Network Science, 2(1), 1-14.
  18. Hsieh, C., Nickerson, J. A., & Zenger, T. R. (2007). Opportunity discovery, problem solving and a theory of the entrepreneurial firm. Journal of Management Studies, 44(7), 1255-1277. doi:https://doi.org/10.1111/j.1467-6486.2007.00725.x
  19. Ibrahim, M. M., Ariyanti, M., & Iskamto, D. (2025). The effect of sales promotion and hedonic shopping motivation on impulse buying behavior and the impact to customer loyalty in social commerce TikTok shop. Journal of Multidisciplinary Academic Business Studies, 2(2), 399-415. doi:https://doi.org/10.35912/jomabs.v2i2.2686
  20. Jones, P., Maas, G., Dobson, S., Newbery, R., Agyapong, D., & Matlay, H. (2018). Entrepreneurship in Africa, part 2: Entrepreneurial education and eco-systems. Journal of Small Business and Enterprise Development, 25(4), 550-553. doi:https://doi.org/10.1108/JSBED-08-2018-400
  21. Kilenthong, P., Hultman, C. M., & Hills, G. E. (2016). Entrepreneurial orientation as the determinant of entrepreneurial marketing behaviors. Journal of Small Business Strategy (archive only), 26(2), 1-22.
  22. Kurpayanidi, K. I. (2018). World bank DB2018 rating and its place in the development of the roadmap for entrepreneurship development in Uzbekistan. Paper presented at the International scientific review of the problems of economics and management.
  23. Kusa, N. D., & Danladi, N. Y. (2024). Entrepreneurial passion on the success of SME’s in Plateau State, Nigeria: The role of entrepreneurial skills. Journal of Sustainable Tourism and Entrepreneurship, 5(1), 57-74. doi:https://doi.org/10.35912/joste.v5i1.2124
  24. Leonidou, C. N., & Leonidou, L. C. (2011). Research into environmental marketing/management: a bibliographic analysis. European journal of marketing, 45(1/2), 68-103. doi:https://doi.org/10.1108/03090561111095603
  25. Liliyan, A. (2020). The Effect of Entrepreneurial Marketing on Marketing Performance in SMEs. Journal of Research in Business, Economics, and Education, 2(6), 1311-1320.
  26. Mort, G. S., Weerawardena, J., & Liesch, P. (2012). Advancing entrepreneurial marketing: Evidence from born global firms. European journal of marketing, 46(3-4), 542-561. doi:https://doi.org/10.1108/03090561211202602
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  28. Mueti, N. E. (2019). The Impact of Industry 4.0 on Competitiveness of South African Small, Medium and Micro-Sized Enterprises. University of Johannesburg (South Africa).
  29. Ngon Ngon, G. F., Mbog, M. B., Etame, J., Ntamak-Nida, M. J., Logmo, E. O., Gerard, M., . . . Bilong, P. (2014). Geochemistry of the Paleocene-Eocene and Miocene-Pliocene clayey materials of the eastern part of the Wouri River (Douala sub-basin, Cameroon): Influence of parent rocks. Journal of African Earth Sciences, 91, 110-124. doi:https://doi.org/10.1016/j.jafrearsci.2013.12.005
  30. Nwekeala, B. B. (2023). ENTREPRENEURIAL CAPABILITIES AND BUSINESS SUCCESS OF SMES IN PORT HARCOURT. BW Academic Journal, 11-11.
  31. Olannye, A., & Edward, E. (2016). The dimension of entrepreneurial marketing on the performance of fast food restaurants in Asaba, Delta State, Nigeria. Journal of Emerging Trends in Economics and Management Sciences, 7(3), 137-146. doi:https://hdl.handle.net/10520/EJC196776
  32. Otika, U. S., Ejiofor, U. H., & Olise, C. M. (2019). Risk Perceptions and Online Shopping Intention among Internet Users In Nigeria. The Academy of Management Nigeria (TAMN), 1122.
  33. Ouragini, I., & Lakhal, L. (2023). The impact of entrepreneurial marketing on the firm performance. Journal of the Knowledge Economy, 1-23.
  34. Polas, M. R. H., & Raju, V. (2021). Technology and Entrepreneurial Marketing Decisions During COVID-19. Global Journal of Flexible Systems Management, 22(2), 95-112. doi:https://doi.org/10.1007/s40171-021-00262-0
  35. Pulka, B. M., & Gawuna, M. S. (2022). Contributions of SMEs to employment, gross domestic product, economic growth and development. Jalingo Journal of Social and Management Sciences, 4(1), 1-18.
  36. Putta, S. S. (2023). The Impact Of Entrepreneurial Marketing On The Financial Performance Of Small And Medium Scale Enterprises.
  37. Rahi, S., Alnaser, F. M., & Abd Ghani, M. (2019). Designing survey research: recommendation for questionnaire development, calculating sample size and selecting research paradigms. Economic and Social Development: Book of Proceedings, 1157-1169.
  38. Renz, T. T. (2018). Urban Land Grabbing Mayhem in Douala Metropolitan Local Council Areas, Cameroon. Current Urban Studies, 6(2), 243-259.
  39. Sadiku-Dushi, N., Dana, L.-P., & Ramadani, V. (2019). Entrepreneurial marketing dimensions and SMEs performance. Journal of Business Research, 100, 86-99. doi:https://doi.org/10.1016/j.jbusres.2019.03.025
  40. Shen, J., Sha, Z., & Wu, Y. J. (2020). Enterprise adaptive marketing capabilities and sustainable innovation performance: An opportunity–resource integration perspective. Sustainability, 12(2), 469. doi:https://doi.org/10.3390/su12020469
  41. Stephen, O. U., Ireneus, N., & Moses, O. C. (2019). Entrepreneurial marketing practices and competitive advantage of small and medium size enterprises in Nigeria. European Journal of Business and Innovation Research, 7(3), 1-30.
  42. Tharu, N. K., & Shrestha, Y. M. (2019). The influence of bank size on profitability: An application of statistics. International Journal of Financial, Accounting, and Management, 1(2), 81-89. doi:https://doi.org/10.35912/ijfam.v1i2.82
  43. Thomas, G. (2014). Research methodology, methods and design Researching the Police in the 21st Century: International Lessons from the Field (pp. 83-116): Springer.
  44. Usadha, I. D. N., Supartha, I. W. G., Riana, I. G., & Surya, I. B. K. (2022). Determinants Of Entrepreneurship Orientation and Their Impact on Entrepreneurship Intention. Calitatea, 23(191), 211-222.
  45. Yadav, A., & Bansal, S. (2021). Viewing marketing through entrepreneurial mindset: a systematic review. International Journal of Emerging Markets, 16(2), 133-153. doi:https://doi.org/10.1108/IJOEM-03-2019-0163