Global Market Opportunities in Africa: The Case for Establishing McDonald’s in Cameroon
J J Asongu
Abstract
This paper argues that Africa presents a growing business opportunity for global companies. To illustrate the point, the paper focuses on why a company like McDonald’s could profit from investing in a typical African country like Cameroon, and it looks at the formulation and implementation of appropriate strategies for doing that. Among the issues highlighted are the country’s demographics, its economic and competitive analysis, the political and regulatory climate in the country, and finally recommendations on how to expand into this country. The paper also explores the following important issues: benefits of investing in Cameroon, entry strategies, cultural or behavioral expectations from minority members in Cameroon, and the influence of individualism and collectivism on workers’ behaviors in these regions. It is expected that the findings of this paper will be applicable to other multinational corporations planning to invest in Cameroon and other African countries.
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