Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development RESEARCH PROJECT ON Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development A project submitted to the Department of Research and Statistics of the INTERNATIONAL FEDERATION OF AFRICAN BUSINESS STUDENTS BY NKAFU KINGSLY Department of Marketing University Institute of the Gulf of Guinea Email: nkafukingsley8@gmail.com Tel: 00 237 671 090 648 The author is available for any presentation in any part of the world any time prior to notice that would support the implementation of this project or overcome the limitations related to the work By NKAFU KINGSLY 1 Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development values and believes are a key influence ABSTRACT to determine demand. Their moral and The aim of this study was to investigate financial support helps entrepreneur to how the adoption of ‚frican Culture take risks and inculcate new ideas in by their business. It is recommended that Business schools entrepreneurship can promote in business schools should adopt African Cameroon. Besides this, we also wanted Culturein their curricularand it should to language, be included at all level because nine out drums, of every ten business students in examine the development role of proverbs, riddles, folklores, family, peer group and education in Cameroon sustaining successful entrepreneurcan contribute in sales and expansion of aspires to become enterprises.Data was collected through socio-economic interviews that we administered using a entrepreneur as well as the country. development a of convenient sample of respondents; some of whom were established entrepreneurs and senior consultants at the Cameroon Chamber of Commerce in Douala, and senior lecturers from business schools. In addition, physical observation, anecdotal sources and secondary data were used for the purpose of discussion and analysis. Data were analysed using critical analysis procedure. From the analysis it was concluded that African culture has stronger impact on entrepreneurial development. Family and friends, play a strong role as source for developing business ideas. Religion, languages, By NKAFU KINGSLY 1 Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development GENERAL INTRODUCTION by the entrepreneurs. This owes to the fact that education leads to creativity. BACKGROUND OF THE STUDY being Education also equips a person with recognized as an indispensable aspect of relevant skills which would lead him to authentic recent better performance in his chosen career. tendency is reflected, in many countries (Akaeze, June 2014). The Association of throughout the world, in the emergence African Business Schools have described of institutions designed to promote students as soon to be entrepreneurs Nowadays, culture. culture has development. Like most This social science concepts, ‚frican Culture is viewed by researchers from varied perspectives. Most studies about this field have cantered around diversity, language, and beliefs. African Culture however, is a concept that is much wider than its narrow conflict-related interpretation suggests. (Balogun, Aguessy, Sow, & Diagne, 1979) STATEMENT OF THE PROBLEM Although it has been established that culture is a major determinant of demand, many graduates in Cameroon today find it difficult in creating brands to meet these needs; can eventually create wealth, generate revenue and employment. We cannot underemphasize irruption achieve a sustainable level of economic embrace modernity. through embarking on entrepreneurial activities by the citizens of the society. This is because the public sector cannot single-handedly drive in the desired level of development. Furthermore, the success of a society in entrepreneurship depends on skills (education) acquired By NKAFU KINGSLY explore resources to unlock opportunities that It is the desire of every society to development. This could be possible or of the indigenous aggressive culture to Many Start-ups in Cameroon die within the first five years of existence. A small percentage goes into extinction between the sixth and tenth year while only about 5 to 10% survive, thrive and grow to maturity. According to findings published by GICAM in 2014, intense competition with imported products 2 Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development from the EU accounted to the closure of business students, Investors, and Start- 3268 micro enterprises from 2009 to2013. ups to: Many starters have generally ignore cross-cultural expansion within 1. Understand the 2. rate which stands at less than 12% Cameroon, regularly while education on failing create, grow and is survive to expand their businesses reformation, public-sector, Suggest strategies which can be used by SMEs and Start-ups to 3. Understand the trend in ‚frica s entrepreneurship is in crisis occasioned by Cultural Environment continent despite its stumpy growth In ‚frica s Culture by bringing out its iconic industrial role on social responsibility policies and development programmes targeted at small business development. RESEARCH QUESTIONS To revamp this, scholars have opined that African-culture be introduced in the business curriculum; firstly, because it will create new mechanisms for expansion, secondly ‚frica s potential will be exploited to achieved sustainable development and finally, it is a least cost strategy in fighting global competition. The major research questions to be answered in the study are; 1. How African Culture affects entrepreneurship development? 2. How Business schools can promote entrepreneurship behavior? 3. What appropriate strategies of growth that can be put in place to manage, OBJECTIVES OF THE STUDY create, grow and expand a business? The Objective of this study is to identify and evaluate the impact of African RESEARCH METHODOLOGY Entrepreneurship The research adopted the qualitative Development. Specifically, the research approach to grasp the opinion of aims at: Evaluating how an in-depth stakeholders. study of African Culture can enable conducted in Douala-Cameroon using a Culture on This survey was convenient sample of five entrepreneurs By NKAFU KINGSLY 3 Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development and 15 senior lecturers and consultants behaviour. The present research is an from 8 business schools in the city. Data attempt to study culture as a construct were gathered primarily through in- of developing entrepreneurial intentions depth discussions with LIMITATION OF THE STUDY interview guides. Secondary data was gathered This from journals and articles. All field data investigating the importance of African was analysed qualitatively. Culture towards the development of Culture shapes social and economic and also a source for development. Entrepreneurial intention is influenced by the socialization process, social networking and the environment while parental support, on entrepreneurial aimed at study is limited to the scope of Cameroon. Unless similar studies are conducted in other nations, the results herein can wholly represent the nature of African culture and entrepreneurship development outside Cameroon. ORGANIZATION OF THE STUDY opinion and modelling having greater impact was sustainable opportunities. However, the SIGNIFICANCE OF THE STUDY institution research behavior (Linan et. al. 2009). The first part of this work explains the introduction to the study which entails; the role problem statement and related aspects African culture plays in developing to the introduction. The other part of entrepreneurial Family this project covers the literature review commitment, expectations of family and in chapter one comprising conceptual friends and theoretical framework as well as This research investigates intentions. influence individual for developing entrepreneurial behavior. empirical Education methodology in chapter two and data helps entrepreneurs in literature, research increasing its focus on creativity and analysis confidence-building; keeping in view chapter three which focuses on the the related characteristics of respondents, objectives factors that are affecting entrepreneurial and research questions. Finally, chapter importance By NKAFU KINGSLY of cultural and the recommendation in 4 Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development four looks at the summary of major findings, conclusion and recommendations for further studies or research. By NKAFU KINGSLY 5 Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development CHAPTER ONE: LITERATURE REVIEW different cultural mind-sets. Cultures SECTION ONE: SCOPE OF THE STUDY often provide the cement for members of the same society. 1.1. RESEARCH AREA sub-Sahara According to world economic forum, Africa, in the CEMAC sub region of Africa is the second fastest growing Africa. It is bordered to the west with market in the world with more than the federal republic of Nigeria, north 40% of its population having formal east with Chad, East by Central African education. The traditional view of Republic and south with Equatorial global expansion of businesses reveals Guinea, Gabon and Congo. It is also a that several environments interrelate multilingual and diversified country within the framework of going abroad with over 247 ethnic groups with an such as regionalisation. Thus, new estimated Population at 22, 000 000 entrepreneurs will have to deal with people. Its currently student population local markets, the sub-regional common estimated at 476 000 people aged market and the continental market; between 16 and 29. (AFDB, 2015) whose strategic economic reforms and Cameroon is found in transformation 1.2 WHY AFRICAN CULTURE? since 2012 has demonstrated resilience. (Helsen, 2010; Buyer behavior and consumer needs are largely driven by cultural Kotler& Keller, 2013; AFDB, 2016) norms. Cultural backgrounds also influence Unfortunately, Inter African trade has consumers information, processing and remained low since 2015; a given buying motivations. Managers running country could be an economic basket a company in a foreign country need to case compared to the rest of the world, interact with people from different but its cultural heritage often provides cultural Conducting pride and self-esteem to its citizens; global business means dealing with foreign cultures also intrigue expansion consumers, and growth of home base firms. Culture environments. distributors strategic and By NKAFU KINGSLY partners, competitors with consists of many components that 6 Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development interrelate with one another. Knowledge the of components which are shared and a culture requires a deep understanding of its different parts. SECTION TWO: THE MEANING OF AFRICAN CULTURE 1.2 AFRICA results of the behaviour, the transmitted by members of a particular society Culture is a scaffold through which an individual can shape behaviour as well Africa is the second fastest growing as collectiveness in society; it is the market in the world with More than source 40% of its population having formal business enterprise. It provides support education. The current estimated rate of to Intra-African trade stands at 12% where entrepreneurs confront on day to day as High Youth Unemployment and basis (Lounsbury and Glynn, 2001). emigration are still dominant with the Moreover culture is the way of thinking continent which has delay the creation and feeling of a mental programming of adequate wealth to sustain the in a patterned way which differs one continent s economy. It is a continent person with diversity in culture and countless programming refers those ideas which opportunities yet many political and are attached with the societal norms and environmental challenges still makes it a values that pass through one generation nightmare for the new generation. 65% to the next (Baughn and Neupert 2003). of the world Arable land is still founder for deal creating with from exclusivity those issues other. in the Mental 1.3 BUSINESS SCHOOLS in Africa and economist say the highest growth potential is in Africa. (WEF, 2015) Business schools are higher institutions of learning whose major activity is centered on vocational education by 1.2.1 THE CONCEPT OF AFRICAN CULTURE applying theoretical and practical knowledge. In Linton (2005) defines culture as the institutions are configuration of learned behaviour and ministry of higher education. Business By NKAFU KINGSLY Cameroon, placed under such the 7 Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development schools form a vast majority of entrepreneurial skills and knowledge professional institutions at the faculty of through social institution, and management sciences. structured training building and programmes Business education is an aspect of total (Olushola, 2009).This therefore suggests educational programme which provides that an entrepreneur needs to possess the recipient with knowledge, skills, some skills that are very vital to the understanding and attitude needed to success of his business. Although there perform well in the business world as a are producer or consumer of goods and entrepreneurs services. Business schools are liaisons of entrepreneurship can be taught and the business education which has been necessary skills developed over time, described as an education for business Fohtung & Breton; 1991, Abdullahi; and about business ; which could make 2009 a psychological attributes needed by an person to perform well as an schools entrepreneurs with equip soon-to-be potential et as are al.), to born believes whether or that that the entrepreneur could be culturally and entrepreneur. (Akaeze, June 2014) Business arguments skills experientially acquired. Entrepreneurial behaviour has been which are needed for business success dramatically such decades due to its importance for as Book-keeping/Accounting, Business management, business communication, management, necessary for etc the have emerging trends in their socio are promotion all economic development (Zain et. al. and 2010).Entrepreneurial development is influenced by the socialization process; social networking, environment, parental support and family business Entrepreneurship development refers to By NKAFU KINGSLY few records which of last development in many countries that 1.4 ENTREPRENEURSHIP DEVELOPMENT process in marketing, survival of today s enterprises. the increased experience. enhancing 8 Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development 1.5 THE ROLE OF CULTURE IN MODERN ENTREPRENEURSHIP Culture plays great part of society (Kreiser et al.2010). As transforming entrepreneurial mind set culture is the transformation of learned among the youths and impliedly, it behavior from generation to generation could through the role cultural values which are the essential in hinder a entrepreneurial behaviour through the development of language and imitation. entrepreneurship when its influence is Culture includes patterns of values, negative. Given the historical position of ideas and symbolic features which Cameroon and shapes the human behavior and it is the multicultural heritage, it is expected that process of distinguish of one group entrepreneurship development would from another through system of values be (Mueller, 2000). with strong a enough diverse to support employment generation and economic Values and norms are the standard empowerment in the region (Echu, patterns of human behavior which 2003). Qualitative knowledge on ‚frica s culture is bedrock for creating controls them; shapes the human cognition and motivational variables to limitless entrepreneurial opportunities. guide 1.5.1 CREATING VALUE THROUGH CULTURE choices, commitments and standards of behavior. The system of values which shapes human mind There is a major difference in cultural values and the norms across the cultures specifies the group or society may not prevail in other society (Mueller 2000). which influence entrepreneurial activity within that country or region (Morris, 1.5.2 BUILDING RELATIONSHIPS, NETWORKS AND PARTNERS 2005).Cultural values are the essential elements to make sense about entrepreneurship which influences the behaviour of people in a society (Turker 2009). National culture impacts on Culture is a scaffold through which an individual can shape their behavior as well as collectiveness in the society; it is the source for creating exclusivity in business By NKAFU KINGSLY engagements. It provides 9 Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development support to deal with those issues the members. Moreover, family provides entrepreneurs confront on day to day opportunities to its members to develop basis (Lounsbury and Glynn, 2001). networking. Traditional families play Moreover culture is the way of thinking important roles in business and society and feeling of a mental programming because in a patterned way which differ one relationships for the enhancement of person Mental business, for maintaining their position programming refers to ideas which are in society and to maintain their power attached with the societal norms and as well (Steier 2004). values that pass through one generation 1.5.2.2 to the next (Baughn and Neupert 2003). Peer groups are the main source for However, social interaction as well as to develop from Mai, other. 2006; Echu, 2004; of the stronger ties and PEER GROUPS Tadadjeu, 2007 et al. suggested that entrepreneurial building relationships and networks provides does through students in social interactions with their workshops and big events like in other teachers and peer groups which affect parts of the world. They have maintain ambition and perception of students. that the family, peers and peer group Through the interaction with peers, it help in shaping an African mind set to influences the individual and develops action. new ideas and assists them to recognize 1.5.2.1 not go originally THE ROLE OF THE FAMILY Family plays an essential role for economic activity for the creation of firms and their growth. The average African family has an extended family which represents the important part of culture besides; has the significant impact on the performance of its By NKAFU KINGSLY new intention. various opportunities Education opportunities as well for as opportunity creation. While sharing knowledge and creative ideas with peers become the source for initiation of corrective actions (Tadadjeu, 2007). Echu (2003) postulated that Peers help in developing entrepreneurial abilities and skills by sharing, learning and 10 Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development about have the ability to equip themselves programs, events, and resources of with entrepreneurial modalities which learning in helps them to meet the challenges of meetings and associations in and across market needs and satisfy those needs. the Such Those who have higher efficacy on for different cultures across Africa will exchanging the when information they educational forums participate institutions. provide opportunities students to have social interactions with attract a pool of opportunities. their peers from different backgrounds 1.6 CULTURAL APPROACH TO ENTREPRENEURSHIP in various occasions. The use of cultural models in business campaigns is rapidly gaining much importance in Africa. Senior consultants in successful enterprises will attest that blending today s marketing strategies with culture guarantee customers reaction. Hence, as many institutions have started training new courses to influence students behaviour such as organizational behaviour and entrepreneurship, more opportunities could be unlocked through the There is no doubt that experts and scholars in the field of entrepreneurship development importance have emphasized of the socio-cultural environment and background of the people in the development of entrepreneurship as well as in small business development (Rajesh, 2006). Arowomole (2000, p.27) defines culture as the people’s beliefs, practices, attitude and values. Therefore, culture deals with the ‚frican Culture. practices, beliefs, attitude and values of with in-depth the people within a given society. Rajesh knowledge on Culture enhances their (2006) reported that various authors economic lifestyle and a source of have indicated many ways by which economic development of the country. different introduction of Entrepreneurship ‛y learning ‚frican Culture , university students (soon-to-be By NKAFU KINGSLY interests, societies attitudes, with differing systems of satisfaction and like, operate to produce entrepreneurs) 11 Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development various kinds of businessmen and aware of its subtleties. For example, entrepreneurs with various patterns of although the French words tu and vous both mean you , the former is entrepreneurial behaviours. used to address a social, equal or an 1.7 COMPONENTS OF AFRICAN CULTURE AND EFFECTS ON ENTREPRENEURSHIP inferior and the latter to signify formality and social respect. (Hollensen, Culture serves as a moderator of 2007) behaviour for a set of people and over time, it becomes the code of conduct Even though English has emerged as a that guides their day-to-day activities. predominant The many values and norms that are common countries, it language still has in some associated with the culture are handed disparities. Sometimes the language in down from generation to generation English speaking countries is not quite through learning and experience as the same. For instance, a pickup truck is regulators of behaviour (Kotler and called a Keller, 2009). These influences affect a Ute business operations and development in vehicle in New Zealand. In West Africa, several ways. Pidgin English is widely used for bakkie in Australia, and a communication 1.7.1 LANGUAGE Words acquire different meanings when spoken in different languages. There are in South Africa, economically utility especially healthy in regions e.g. Nigeria. over seven hundreds languages in the According to Echu (2003) Cameroon is world. Different cultures have different linguistically diverse and multilingual languages. Therefore, the way in which country members of society languages. Successful entrepreneurs are perceive, imagine, and moving more closer to their targets by a offering more customized solutions to discrepancy. Language is an important small groups. Business strategies can be part of culture, and companies must be sustained a communicate By NKAFU KINGSLY particular interpret words have with over 247 through indigenous effective 12 Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development communication. Arowomole (2000, p.27) suggested that folklores, and 1.7.2 USE OF PROVERBS, IDIOMS, RIDDLES AND DRUMS IN BUSINESS proverbs are a big asset to winning Speaking a language, does not, in the customer loyalty. Language expressed in speech is an important vehicle of thought and culture. People express their thought in speech and both are determined, to a great extent, by their culture. The culture element in language has been noted by Swartz and Alland when they adduced that different language organise the world differently, and that no individual is free to describe with absolute impartiality what he observes in other cultures because he must be constrained interpretation. by certain The modes principle of of "relativity" in this regard holds that all African sense, depend on the peripheral knowledge of the language. It depends on the ability to express oneself adequately in the proverbs and idioms of the language community. These proverbs, idioms, riddles are based and determined by the culture of the community. Familiarity with proverbs, riddles and idioms of a community, means a thorough knowledge of that community. This is because these are drawn from, environment, behaviour and refer to, the social order and common in that community. (Akaeze, June 2014) observers are not led by the same Drums are specious instruments in physical evidence to the same picture of Africa; the Bamelike people for instance the universe, unless their linguistic interpret the sounds of special songs to backgrounds are similar (Akaeze, June particular events or circumstances. If 2014). only the entrepreneur can well understand when and how this works, it will be difficult to get differential advantage within the said community. By NKAFU KINGSLY 13 Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development 1.7.3 RELIGION AND RITUAL "Living together" and the sense of Religion has an impact on business that is; it is a major determinant of consumption, and social organization. Each religion has a specific ritual. Companies need to understand how these events are celebrated. Therefore knowledge of religion, rituals, festivals etc. is important because people exhibit typical spending behaviour at different the basis of, and the expression of, the extended family system in Africa. The rationale behind it according to Davidson (200) is that "balance of kingship relations, seen as essential to the ideal balance with nature that was itself the material guarantee of survival, called for specific patterns of conduct. Individuals might have rights, but they times. Major holidays are often tied to religion. Holidays are observed differently from one culture to the other, to the extent that "community of brothers and sisters" are the same holiday may have had them only obligations, by they virtue fulfilled of the to the community 1.7.4 VALUES AND ATTITUDES different connotations. Christians for Culture also affect and reflects the instance observe a Christmas break. values and attitudes of member of Similarly, Muslims and Christians make society. Values are the principles and heavy purchases during Ramadan and standards accepted by members of a Christmas. society. Cultural values often stem from Nevertheless, traditional religious still remains a powerful force deep in shaping behaviour in Africa. Today, individuals position in relation to his or chiefdoms celebrate country Sunday as her deity, family and social hierarchy. well as annual cultural festivals towards Cultural attitudes about factors such as the end of each year. Hence, business time, authority, age, education and students should understand these –seated beliefs about the rewards reflect these values and in turn influences to plan and commit resources shape the behaviour of an opportunity for production. available Understanding the broader By NKAFU KINGSLY 14 Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development cultural differences and 2.1 RESEARCH DESIGN business behaviour that exists in international Research design is the framework or markets will help you make a better blueprint for conducting a meaningful impression on those that you engage research. when doing business in a foreign collection, measurement and analysis of culture. data. Research design provides the glue Value embodies the goals a society It sets the outline for that holds the research project together. A design is used to structure the views as important and expresses a culture s shared ideas of preferred ways of acting. Social values reflect abstract research, show how all of the major parts of the research are related, and explain the samples or groups chosen, ideas about what is good, right, and desirable (and bad, wrong, and undesirable). For example, we learn as well as methods used to address the central research questions. 2.2 SOURCES OF DATA from those around us that it is wrong to lie or steal. Attitudes that result from a The study employed primary and society s values have three components secondary data. Primary data relating to –thoughts, feelings and actions the research objectives were collected SECTION ONE: THE RESEARCH APROACH through the administration of interview This section describes the study area, data research publications, annual reports, books, design, target guides with respondents. Secondary population, that was used include; and journals and materials from other local analysis, pre-field activity, sampling and international organizations with techniques and ethical issues. This study interest in standardization. instrument employed of data the method. collection qualitative research 2.3 THE STUDY SAMPLE Taking in to account the peculiar nature of the study and availability of the entrepreneurs, and senior executives, By NKAFU KINGSLY 15 Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development convenient sampling technique was 1. What do you make of African in used. A sample of 20 respondents was Culture used. Five of them were former workers environment? today s changing with Cameroon Chamber of Commerce 2. How will you advise graduates in Douala and entrepreneurs while 15 to take advantage of the vast senior lecturers from 8 business schools cultural heritage? got 3. Do you think African Culture can appointment via telephone to fix a time shape entrepreneurial behaviour? were selected. Researcher 4. In your opinion, how will you for interview. suggest that African Culture be SECTION TWO: THE RESEARCH INSTRUMENT taught in higher institutions? 2.4 THE INTERVIEW GUIDE An interview guide was prepared for the purpose of data collection. Face to face interview technique was used for data collection. For the purpose of precision, all the conversation was recorded on an audio cassette. Later on this conversation was translated and written-up in English language. For the qualitative nature of this research, critical analysis technique was used to understand how African culture affects entrepreneurial development keeping in view the evidence drawn from literature. Our interview guide had the following questions. By NKAFU KINGSLY 16 Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development CHAPTER THREE: DATA ANALYSIS SECTION ONE: ANALYSIS OF THE INTERVIEW His family norms and values helped him in choosing entrepreneurship as a career choice. His peer culture was This part information of the on work the provides findings and supportive to him for business start-up. He has strong ties with culture. analysis of the data collected for the study. The responses from the respondents use is described, analyses and inferences made to establish 3.1 CULTURE IS A SOURCE FOR ENTREPRENEURIAL BEHAVIOR. respondent who is a senior consultant in a multinational company told us that, the stronger ties with culture and can buy a product that relates and identify him as a person from a particular society. He equally disclosed during his youthful age, he had no preference for home made goods. Until in his forties that He learnt from his family and friends experiences. He did not hesitate in taking risks. He implemented new ideas in the growth of his business. In another respondent explained that; without an understanding of a people s culture, it is difficult to design good and sustainable relationships. One Other business strategies. He pointed out that proverbs, riddles and drums have shaped his buying behaviour in many instances. For him Culture has stronger impact on the intention of most individuals SECTION TWO: ANALYTICAL RESULTS Family, business exposure and friends having entrepreneurial skills exposed him to a multitude of unmet needs and he took advantage to create a solution. Norms and values of family, friends and society helped him to take risks and bring new ideas for the growth of business. He strongly supports that every Cameroonian be taught Culture outing, a respondent because it is a rich identity for a people. disclosed that, culture has stronger impact on entrepreneurial behaviour. By NKAFU KINGSLY 17 Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development CHAPTER FOUR: DISCUSSIONS, CONCLUSION AND RECOMMENDATIONS because it is a dynamic field and is a source of identity. Entrepreneurship is chosen as career choice due to the SECTION ONE: FINDINGS AND DISCUSSIONS reason that graduates unable to get jobs This section outlines the findings of the Individuals are now seeking skills and study, with an elaborate discussion on entrepreneurial knowledge to exploit the key components of ‚frica s culture the opportunities (Keat et al 2011) as and draws a conclusion about the research topic. limited in numbers. It is also examined that culture is the is Economic strength of a country is important for the social and cultural development of a country. Without it certain factors do not flourish in the area long are factor which influences demand. There 4.1 FINDINGS for these term such as education (Pardeep and Poonam 2011). an association between entrepreneurial behaviour and cultural values. Norms and values of the society help them to move forward (Morris and Schindebutte 2005). 4.2 DISCUSSIONS Cultural values are the essential element the to make sense about entrepreneurship choice, which influences the behaviour of utilization of skills, self-made decisions, people in a society. Entrepreneurial financial security and to bring new intention is based on family, gender, ideas as well as to accomplish goals business experience and education. A related to wealth (Balogun, Aguessy, person Sow, & Diagne, 1979) economic and cultural factors which Entrepreneurship individuals provides freedom of to is surrounded by social, effects on the entrepreneurial intention This study examines that, business students in Cameroon have greater intention to pursue entrepreneurship By NKAFU KINGSLY and helps in enhancing self-confidence, risk-taking ability and innovation. Education has significant effect on 18 Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development entrepreneurial intention (Turker and decision to become entrepreneurs and Selcuk, 2009). they Culture is the source for innovation, personal freedom, intuition, creativity, vision and growth which helps an individual to live in a society to perform its rules, regulation, procedures and from the avoidance Entrepreneurship to mistake. in determining entrepreneurial careers which provides them information, knowledge and guidance as well as moral supports (Keat 2011) 4.3 CONCLUSION From the discussion major findings deducted from gathered data were: opportunities as well as the resources there is an association between the and as a result the value is generated African culture and entrepreneurship. (Thijssen and vernooij 2007). Entrepreneurial skills are developed Entrepreneurial drives are influenced by among family which has strong impact in interaction with culture. Cultural norms career choice (Carr et. al. 2007). Their and values create demand, helped moral entrepreneur to take risks and bring financial utilize them the and is of help backup for graduates through the entrepreneurs helps them to meet their new ideas. demands. The major reason to become In a diversified society like Cameroon entrepreneur is family entrepreneurs have much favourability requirements and family of culture. Like the people of the west friendly policies (Martino 2003). Family region, Family plays stronger role in is an essential aspect for economic entrepreneurial behaviour and help activity for the creation of firms and entrepreneurs growth. business through moral and financial Peer group has significant effect on help. Peers are the main source of entrepreneurial creativity and a source entrepreneurial influence. They provide for social interaction (Pihie 2009). Peers entrepreneurs knowledge, skill have a greater role in influencing one s training in By NKAFU KINGSLY to meet encounter and in help start-up them of new and social 19 Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development networking. Social capital of outline the main components of trade in entrepreneurs plays important role in Africa market demand. It becomes the source African Culture is a broad field with of competition among entrepreneurs. millions of interpellations; therefore, we Unemployment is another factor which recommend that experts be used to set provokes entrepreneurs in new ventures up a scheme of work for this new field. creation to meet family demand and Creative components of it such as expectations. In this society collective language, values and beliefs should be culture is stronger than individualistic scrutinized before their introduction culture. Entrepreneurs are more likely into the curriculum. to work in group but at dominant Through the findings, it was revealed position. that the use of folklores, riddles as well SECTION TWO: RECOMMENDATIONS as proverbs and drums are widely ignored by entrepreneurs. We therefore Since the employment opportunities are recommend that this course should also decreasing day by day in government suggest themes that will expose today s sector, Business introduce schools should ‚frican culture so that entrepreneurs to proverbs that encourage hard work and perseverance. graduates will have the ability to create There is the need to carry out some form new businesses, increase sales and of employability by identifying and enlightenment campaign to enlightened current business students meeting community needs. and entrepreneurs in order to make The course ‚frican Culture should not only be limited in the Cameroonian context. It should also expatiate on other them appreciate the importance of learning African Culture and its multiplier effect on the larger society. cultures because: Cameroon is home to many other sub cultures from other parts of the world. This course should By NKAFU KINGSLY 20 Adopting ‘African Culture’ by Business Schools to enhance Entrepreneurship Development Development in ‚frica BIBLIOGRAPHY Readings on African Entrepreneurship, 1. Akaeze, P. (June 2014). Role of Business Education in Promoting Entrepreneurship. International Journal Research of Academic Progressive Education in and Development, 72. 2. Balogun, O., Aguessy, H., Sow, A., & Diagne, P. (1979). Introduction To African Culture.Place de Fontenoy, Paris: Presses Universitaires de France. 3. Helsen, K. (2010). Global Marketing Management. Rosewood Drive, Danvers,: John Wiley and Sons Inc. 4. Hollensen, S. (2007). Global marketing. London: Pearson FT. 5. Kotler, P. and Keller, K. L. (2009), Marketing Management, New Jersey: Pearson Prentice Hall 6. Kuratko, D. F. of 5 , The Emergence Entrepreneurship Education: Developments, Trends and Challenges Entrepreneurship Theory and Practice, September. 7. Udofia, D. Security: , Precursor Entrepreneurship By NKAFU KINGSLY Peace and and to Economic 21