Value Creation as a driver to Sales in Douala V micro-small enterprises

https://doi.org/10.35912/amor.v7i2.2359
Published: Nov 11, 2025

Abstract:

Purpose: This research aims to investigate Value Creation as a driver of Sales in Douala V micro-small enterprises.

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 techniques. The collected data was analysed using the ordinary least squares technique (OLS) with the help of STATA 17.

Results: This study reveals that value creation has a positive, statistically significant effect on sales performance in Douala V micro-small enterprises. Entrepreneurs' age has a negative and significant relationship with sales performance.

Conclusions: Fostering value creation among micro-small enterprises while considering the age of the entrepreneurs will significantly affect the sales growth of micro-small enterprises.

Limitations: The study is limited to micro and small enterprises in Douala's five municipalities, making generating results difficult.

Contribution: The study provides insightful policy implications for Micro and small-size enterprises operating with limited resource capacity; the policy will be helpful to newly created NGOs and Government Stakeholders.

Keywords:
1. Cameroon
2. Micro and Small Enterprises In Douala V
3. Sales Performance
4. Value Creation
Authors:
1 . Efeutlancha Forji Angelus
University of Bamenda, Cameroon
2 . Njong Mom Aloysius
University of Bamenda, Cameroon
3 . Nkiendem Felix
University of Bamenda, Cameroon
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How to Cite
Angelus, E. F., Aloysius, N. M. ., & Felix, N. . (2025). Value Creation as a driver to Sales in Douala V micro-small enterprises. Annals of Management and Organization Research, 7(2), 299–310. https://doi.org/10.35912/amor.v7i2.2359
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Issue & Section
Vol. 7 No. 2 (2025): November
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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    Morris, M. H., Schindehutte, M., & LaForge, R. W. (2002). Entrepreneurial marketing: a construct for integrating emerging entrepreneurship and marketing perspectives. Journal of marketing theory and practice, 10(4), 1-19.

    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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    Muyassirah, M., & Arief, M. (2021). Mengungkap Sistem Pemasaran Nasi Boran Dengan Pendekatan Teori Entrepreneurial Marketing. Jurnal Kajian Ilmu Manajemen (JKIM), 1(2).

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

    O’Donnell, A., Gilmore, A., Cummins, D., & Carson, D. (2001). The network construct in entrepreneurship research: a review and critique. Management Decision, 39(9), 749-760. doi:https://doi.org/10.1108/EUM0000000006220

    Ogbuji, C. N., Onuoha, O. A., & Owhorchukwu, O. (2016). Brand personality and marketing performance of deposit money banks in Port Harcourt, Nigeria. International Journal of Research, 37.

    Oncu, E. (2013). The psychometric properties of the physical education lesson attitude scale for preservice classroom teachers. Australian Journal of Teacher Education (Online), 38(1), 97-114.

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  2. Aftab, M., bin Abdullah, A. A., Sarwar, J., Sanaullah, A., Farid, G., & Bilal, M. (2021). Systematic Review of Entreprenurial Marketing. Journal of Contemporary Issues in Business and Government Vol, 27(1).
  3. Akbar, F. (2017). The effect of marketing strategies on firm performance: a study of furniture manufacturing SMEs in Johor Malaysia. Universiti Tun Hussein Onn Malaysia.
  4. 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.
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  6. Carson, D., & Gilmore, A. (2000). Marketing at the interface: not ‘what’but ‘how’. Journal of marketing theory and practice, 8(2), 1-7. doi:https://doi.org/10.1080/10696679.2000.11501863
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  8. Collinson, E., & Shaw, E. (2001). Entrepreneurial marketing–a historical perspective on development and practice. Management Decision, 39(9), 761-766. doi:https://doi.org/10.1108/EUM0000000006221
  9. Creswell, J. W., & Poth, C. N. (2016). Qualitative inquiry and research design: Choosing among five approaches: Sage publications.
  10. Gilmore, A., Carson, D., & Grant, K. (2001). SME marketing in practice. Marketing Intelligence & Planning, 19(1), 6-11. doi:https://doi.org/10.1108/02634500110363583
  11. Gruber, M. (2004). Marketing in new ventures: theory and empirical evidence. Schmalenbach business review, 56, 164-199. doi:https://doi.org/10.1007/BF03396691
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  15. Jones, R., & Rowley, J. (2011). Entrepreneurial marketing in small businesses: A conceptual exploration. International Small Business Journal, 29(1), 25-36. doi:https://doi.org/10.1177/0266242610369743
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  34. Nwekeala, B. B. (2023). ENTREPRENEURIAL CAPABILITIES AND BUSINESS SUCCESS OF SMES IN PORT HARCOURT. BW Academic Journal, 11-11.
  35. O’Donnell, A., Gilmore, A., Cummins, D., & Carson, D. (2001). The network construct in entrepreneurship research: a review and critique. Management Decision, 39(9), 749-760. doi:https://doi.org/10.1108/EUM0000000006220
  36. Ogbuji, C. N., Onuoha, O. A., & Owhorchukwu, O. (2016). Brand personality and marketing performance of deposit money banks in Port Harcourt, Nigeria. International Journal of Research, 37.
  37. Oncu, E. (2013). The psychometric properties of the physical education lesson attitude scale for preservice classroom teachers. Australian Journal of Teacher Education (Online), 38(1), 97-114.
  38. 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.
  39. Ouragini, I., & Lakhal, L. (2024). The impact of entrepreneurial marketing on the firm performance. Journal of the Knowledge Economy, 15(2), 6003-6025.
  40. Sahoo, S. (2019). Quality management, innovation capability and firm performance: Empirical insights from Indian manufacturing SMEs. The TQM Journal, 31(6), 1003-1027.
  41. Setiyaningrum, A., & Ramawati, Y. (2020). Peran dimensi-dimensi entrepreneurial marketing dalam mendorong kesuksesan bisnis UMKM di industri ekonomi kreatif. Jurnal Ekonomi Bisnis Dan Kewirausahaan, 9(2), 125.
  42. 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.
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  44. Stokes, D. (2000a). Entrepreneurial marketing: a conceptualisation from qualitative research. Qualitative market research: an international journal, 3(1), 47-54. doi:https://doi.org/10.1108/13522750010310497
  45. Stokes, D. (2000b). Putting entrepreneurship into marketing: the processes of entrepreneurial marketing. Journal of research in marketing and entrepreneurship, 2(1), 1-16.
  46. Tsai, H.-F., & Luan, C.-J. (2016). What makes firms embrace risks? A risk-taking capability perspective. BRQ Business Research Quarterly, 19(3), 219-231.
  47. Venkatraman, N., & Ramanujam, V. (1985). Construct validation of business economic performance measures: A structural equation modeling approach. BEBR faculty working paper; no. 1148.
  48. Y?ld?z, S., & Karaka?, A. (2012). Defining methods and criteria for measuring business performance: a comparative research between the literature in Turkey and foreign. Procedia-Social and Behavioral Sciences, 58, 1091-1102.