article · Annals of Management and Organization Research
This research investigates the relationship between opportunity focus and sales performance among micro and small enterprises operating in the Douala V municipality of Cameroon. Using a quantitative framework, data were gathered through questionnaires distributed to a sample of 385 small business owners selected via simple random sampling. Statistical evaluation using ordinary least squares regression confirmed that maintaining an opportunity focus exerts a positive and statistically significant influence on sales outcomes. Additionally, the analysis indicated that younger enterprise owners achieve superior sales performance compared to older peers. The findings are intended to assist small enterprises, non-governmental organisations, and public policymakers in designing strategies that strengthen commercial competitiveness, stimulate innovation, and support sustainable economic development across local business sectors.
Micro and small businesses represent a critical component of local economies. By demonstrating that an orientation towards identifying and pursuing commercial opportunities directly enhances sales, this work highlights actionable behaviours for entrepreneurs. It also shows that owner demographics, specifically age, play an important role in enterprise success, providing guidance for business development programmes.
The insights could be applied by enterprise development agencies, non-governmental organisations, and policymakers designing training and support programmes for micro-entrepreneurs. Because the research delivers empirical findings rather than a commercial product or tool, its practical application is currently at the stage of strategy and policy design rather than direct market deployment.
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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.
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DOI: 10.35912/amor.v7i1.2355
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