Performance of Cameroonian e-commerce companies in the context of covid-19

Boris Noé MANHOULI Danmou ()

Journal of Academic Finance, 2024, vol. 15, issue 3, 54-76

Abstract:

Purpose : The aim of this research is to understand how Cameroonian e-commerce companies are re-deploying in the context of the COVID-19 pandemic to improve their performance. \n

Method : In relation to the specificity of this subject and in order to the objective of this research, an exploratory approach is mobilized. Thus, on the basis of a qualitative approach, a multi-case study focused on semi-directive interviews with eight executives of e-commerce companies in Cameroon is carried out. The preferred analysis technique for this purpose, is a thematic study of content and lexical with the assistance of the software of qualitative analysis NVivo10. \n

Results : The analysis of the results is quite original and partially contrary to predictions of the perversity of Covid-19 on trade in general. Indeed, the results show a mixed effect of the Covid-19 pandemic on the performance of e-commerce companies in Cameroon. For example, Cameroonian e-businesses have developed strategies and adopted innovations such as remote work, the animation of sales platforms, the increase of staff, the establishment of strong relationships with customers to improve their performance during the pandemic. However, despite the strategies developed, some have not been able to take advantage of the pandemic, owing to a number of obstacles that exist in this sector. \n

Originality : Beyond the multitude of studies dealing with the effects of COVID-19 and the performance of e-commerce companies, few are the studies in management sciences that link them in Cameroon. The originality of this study lies in the methodological approach and the singularity of the analysis that allow to identify the performance factors of e-commerce companies in times of crisis.

JEL-codes: G3 M1 N8 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:jaf:journl:v:15:y:2024:i:3:n:694

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