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Do's and Don'ts of Doing Business in Africa: Example of Cameroon

Updated: Dec 3, 2024

 

Doing business in Africa, especially in countries like Cameroon, presents unique opportunities and challenges. The continent’s emerging markets offer significant growth potential, but to navigate them successfully, it is crucial to adapt to local customs, values, and business practices. Below are some key Do's and Don'ts for anyone looking to build or expand their business in Cameroon.


 

THE DO's


  1. Consider acting with local partners or agents as intermediaries


    One of the most effective ways to enter the Cameroonian market is by working with local partners or agents. Local intermediaries have deep insights into the market, understand the regulatory environment, and are familiar with cultural nuances. They can help streamline bureaucratic processes, build local relationships, and navigate complexities in the system that might be unfamiliar to foreign businesses.

    Tip : Take time to vet potential partners, ensuring that they have the right reputation, network, and business acumen to help your enterprise succeed.


  2. Bring patience and serenity to time management


    Patience is key when doing business in Cameroon. Time management often works differently than in Western countries, and you may find that meetings or negotiations take longer than expected. Be prepared for delays, and understand that the local business culture may not prioritize punctuality in the same way European or Western businesses do.


    Tip : Set realistic timelines for negotiations, projects, and deliveries, and remain flexible to adapt to local timing conventions.


  3. Respect the hierarchical structures led by superiors and/or elders


    Cameroonian society often values hierarchy and respect for authority, especially in the business environment. Decision-making processes can be slow because approvals often need to go through several levels of seniority, and deference to elders or senior management is culturally ingrained.


    Tip : Address senior figures with proper respect, and be prepared to work within hierarchical decision-making frameworks.


  4. Use the most spoken official language as much as possible


    Cameroon is a bilingual country with French and English as official languages, with French being the dominant language. Depending on the region, one may be spoken more than the other. Using the most relevant official language in business dealings demonstrates respect and helps build trust with local counterparts.


    Tip : If you don’t speak the language, consider hiring a translator or bilingual staff to ensure clear communication.


 

THE DON'Ts


  1. Drive your business remotely without presence on the ground in Africa


    While it may be tempting to manage operations remotely, business in Cameroon (and most of Africa) relies heavily on personal relationships and a strong on-the-ground presence. Without direct engagement, it is difficult to build trust, maintain accountability, or react swiftly to unexpected issues.


    Avoid : Trying to run the business without physically establishing a local presence or regular visits.


  2. Lose core values like punctuality, reliability, and correctness


    While you may need to adapt to local time-management practices, maintaining values such as punctuality, reliability, and professionalism will help you stand out and earn respect. Your local partners will appreciate your professionalism, even if they may not always meet your expectations on timing. Avoid : Sacrificing your core values when managing relationships or operations in Cameroon.


  3. Underestimate the financial and intellectual ability


    Cameroon is an emerging market, but that does not mean local businesses or professionals lack financial or intellectual capacity. Many local companies and entrepreneurs are highly skilled, innovative, and capable. Underestimating them could result in lost opportunities and poor relationships. Avoid : Assuming that local markets or professionals are less capable, leading to misinformed decisions.


  4. Forget using honorific and professional titles while conversing with counterparts


    In Cameroon, addressing people with their proper titles is an essential form of respect. Business partners may expect to be addressed as “Doctor,” “Mr/Mme the Director,” “Mr/Mme the President,” or any other professional title they hold. Failing to use the appropriate titles may come across as disrespectful. Avoid : Addressing your Cameroonian counterparts in overly informal terms without considering their status or professional background. 


 

CONCLUSION


Understanding the cultural, linguistic, and hierarchical landscape in an African country like Cameroon is essential for successful business ventures. By leveraging local partnerships, practicing patience, and respecting the social dynamics, businesses can establish a strong foothold in this growing economy. However, failure to maintain core values, underestimating local capacities, or lacking an on-the-ground presence can lead to challenges and missed opportunities.


Navigating Africa’s business environment is a rewarding journey for those who are prepared, adaptable, and respectful of its unique customs.

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