Navigating Cultural Complexity: A Longitudinal Study of Cross-Cultural Management in Pan-African Enterprises in Equatorial Guinea (2010–2025)

This longitudinal study investigates the evolving cross-cultural management dynamics within Pan-African enterprises operating in Equatorial Guinea from 2010 to 2025. It addresses a critical gap in the literature on African business and cross-cultural management, which often prioritises Western expatriate perspectives, by focusing on intra-continental cultural diversity. Employing a qualitative, interpretivist methodology, the research tracked three major Pan-African firms selected for their market presence and diverse African heritage. Data were collected longitudinally across three phases (2010–2014, 2015–2019, 2020–2025) using semi-structured interviews with senior managers and local staff, non-participant observation, and document analysis. Thematic analysis of the findings reveals that the principal challenges arise not from broad continental differences but from nuanced disparities in organisational sub-cultures, implicit communication norms, and varying power-distance orientations among African professionals. The study argues that the presumption of a monolithic ‘African’ management style is a significant impediment to effective integration. Successful firms were found to develop hybridised practices, strategically blending formal corporate structures with relational management approaches tailored to both the local Equatoguinean context and the diverse Pan-African workforce. The research contributes an evidence-based, African-centred framework for managing cultural complexity, underscoring the necessity for culturally agile leadership and context-specific development programmes to enhance governance and sustainable performance in pursuit of deeper continental integration.