The Effects of Market Innovation on the Performance of Small and Medium Size Enterprises in Buea, Cameroon

This study examined the effect of effects of innovation on the performance of SMEs in Buea. The specific objectives were; to determine the effect of product innovation, process innovation and market innovation on performance. A cross-sectional survey research design was adopted as an appropriate study design with a sample of 500 employees in SMEs in Buea was selected through stratified random sampling and a random sampling technique. The quantitative methods of data collection was used in this work were a self-administered questionnaire composed of closed ended, and likert scale questions were used to collect data from the respondents. Data obtained through a structured questionnaire were analysed using descriptive statistics and the Ordinary Least Square Regression Techniques with the help of Statistical Package for Social Sciences (SPSS) software. The findings showed that marketing innovation have a positive and significant effect on the performance of SMEs in Buea. The study concluded that innovation has a significant and positive effect on the performance of SMEs in Buea. The study therefore recommends that SMEs should invest in training programs to enhance their capabilities and are encouraged to adopt best practices in operational efficiency through targeted workshops and training sessions and should prioritize innovative marketing strategies such as digital marketing and social media engagement.