Opportunities for Latvian Companies in West Africa: Cameroon Case

The present study addresses the topic of European companies, including Latvian companies, sustainably entering African markets. The actuality of this topic relates to the recession and the decrease in demand in the classical export markets (such as Scandinavia and Western Europe) with which Latvian firms used to trade; this is why the re-orientation of companies to African countries was carried out. Academic research worldwide has conducted many investigations on the specifics of exporting to Africa. The lack of knowledge relating to local African business practices is considered one of the significant barriers. The aim of this study was to mitigate this barrier by exploring real-world situations in African economic sectors. Interviews with relevant African experts were conducted for this purpose. The results showed that East European entrepreneurs, including Latvian entrepreneurs, should first focus on West African French-speaking countries with big seaports (e.g., Senegal, Guinea, Ivory Coast, Benin, Togo, and Cameroon), where Latvian knowledge, professional skills, and products relating to port and transportation infrastructures are in significant demand. A case study was conducted in Cameroon as an example of a good business match with Latvian service providers. The case study also highlighted the nature of Cameroon’s sociocultural dynamics, which are distinguished by the presence of several sociocultural zones, each with its own specific characteristics that need to be taken into account.