Information Technology from the United States to Cameroon: Rebecca Enonchong and AppsTech

AppsTech is a successful U.S.-based information technology company founded by a female entrepreneur originally from Cameroon. This case study recounts the story of AppsTech's founder, Rebecca Enonchong; offers a description of the firm and its line of business; and provides an overview of Enonchong's particular strengths and success factors. What follows is a discussion of her motivations for entering the African market, and in particular Cameroon, focusing upon the environment, opportunities and challenges of that particular market. Finally, AppsTech's strategy in Cameroon is contrasted with those the company has employed in the United States and Europe.

The Managers in International Development Initiative (MIDI) helped coordinate the research trip which produced a series of cases.