article · Annals of Management and Organization Research
This study investigates how value creation influences sales performance in micro and small enterprises situated in the Douala V municipality. Using a quantitative research design, data was gathered through questionnaires administered to 385 enterprise operators selected by simple random sampling. Ordinary least squares regression analysis reveals that value creation has a positive and statistically significant effect on business sales performance. At the same time, the age of the entrepreneur demonstrates a negative and statistically significant relationship with sales performance. The findings indicate that encouraging value creation practices, alongside considering the age profile of entrepreneurs, plays an important role in driving sales growth for small businesses operating with limited resource capacity. These insights are intended to inform support policies for small firms.
Micro and small businesses often operate with very tight resource constraints. Understanding that value creation directly boosts sales, and recognising how demographic factors like an entrepreneur's age relate to commercial performance, helps non-governmental organisations and policymakers design better support initiatives and targeted interventions to help small enterprises grow.
The findings can be applied directly by business development advisors, non-governmental organisations, and government stakeholders formulating enterprise support programmes. As an empirical study assessing existing businesses rather than developing a new technology or product, it provides applied evidence that can immediately inform training curricula and policy decisions for micro and small enterprises.
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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.
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DOI: 10.35912/amor.v7i2.2359
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