African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 153

Full Length Research Paper

The procedures for strategic management of new products for small, medium and large firms in Cameroon: An exploratory study

N. I. Gouanlong* and V. Tsapi
Department of Marketing, Faculty of Economics and Management, University of Ngaoundere, Cameroon.
Email: [email protected]

  •  Accepted: 07 March 2012
  •  Published: 30 April 2012



The aim of this study is to contribute to the understanding of the relationships between the activities of product innovation and business performance. In those relationships, the importance given to forms of action necessary for the new product strategic management for small, medium and large enterprises were particularly highlighted. A survey was administered to collect data from a representative sample of sixty five (65) innovative firms in Douala and Yaounde cities, Cameroon. The findings indicate that significant differences exist between the perceived importance of cross-functional team composition and firm size. However, no significant differences exist between the perceived importance of customer orientation decision and firm size. The risk of inherent failure in the activities of product innovation is still actual in debates in marketing research; this research helps to illuminate certain aspects of the management of these activities at the level of strategic. The strategic importance of the new product development decisions by Cameroonians firms is highly recommended.

Key words: New product, cross-functional teams, customer orientation, strategic management,innovative firms.