Opportunities for Latvian companies in West Africa: Cameroon case

Present study addresses topic of Latvian companies' internationalization and specifically – entering African markets. The actuality of this question is due to recession and decrease of demand on classical export markets (like Scandinavia and Western Europe) where Latvian firms used to trade, that is why the re-orientation to African countries was done. Lack of knowledge of local African business practices is considered as one of significant barriers. The aim of the study was to mitigate this barrier by discovering real “field” situation in African economic sectors. Interviews with relevant African experts had been conducted for this purpose. Results showed that Latvian entrepreneurs shall focalize first on West African French-speaking countries with big seaports (Senegal, Guinea, Ivory Coast, Benin, Togo, Cameroon) where Latvian knowledge, professional skills and products in port and transportation infrastructures can be of big demand. The case study had been conducted in Cameroon as example of good business match for Cameroon development requires and Latvian service providers. The case enlightened also the nature of Cameroon sociocultural dynamics, distinguished by the presence of several sociocultural zones, each with its own specific characteristics, that shall be taken into account.