Publisher's Synopsis
The aim of our research was to show the effect of commercial strategy on the commercial performance of cooperative societies in the far north of Cameroon. To carry out this study, we opted for a qualitative approach, conducting semi-directive interviews with cooperative company promoters and MINADER (Ministry of Agriculture and Rural Development) staff. After analyzing the data, we found that most cooperatives do not have strategic documents setting out their short-, medium- and long-term objectives. This makes it difficult to talk about performance, and traditional indicators such as changes in sales volume, turnover or market share are not adapted to the particularities of farming operations.
