An Exploratory Study of the Cultural Values of Cameroon’s Young, Elite, Urban Population: Implications for Management and International Business

Abstract

The cultural orientation of Cameroon’s young, urban elite population is assessed using Hofstede’s Value Survey Module (VSM 2013). The survey questionnaire contains 30 items that tap into six cultural dimensions. Cameroon was not included in Hofstede’s original or subsequent studies. While there has been research on the national culture of other African countries, there is a dearth of empirically based studies on Cameroon’s cultural classification. The VSM 2013 was administered to 50 individuals enrolled at a major university. This represents a distinct segment of the country’s population. Analysis of the data revealed that the Cameroonian people are low in power distance, strongly collectivistic, somewhat feminine in nature, and highly accepting of uncertainty. They possess a short-term orientation towards time and are restrained in the expression of impulses and desires. This paper compares the cultural dimension scores found in Cameroon to other countries in the region and beyond. The results show cultural similarities and differences with other global nations including Brazil, China, Germany, and the USA. Implications for management and international business are discussed.