The Effect of Co-creation on Competitive Advantage in Processing and Service Companies in the Littoral Region of Cameroon
DOI:
https://doi.org/10.58425/ijcm.v1i1.255Keywords:
Brand loyalty, co-creation, competitive advantage, customer value.Abstract
Aim: The current customer is more informed and educated, more selective and has a higher capacity of choice hence demands a more significant value generation from firms. The co-creation remains a vehicle for competitiveness and business growth but without co-creation, business tends to stagnate and eventually fail. This study aims to examine the effect of co-creation on competitive advantage in the processing and service firms of the Littoral Region in Cameroon.
Methods: The research adapts a correlational research design with a sample size of 500 companies from the processing and service sectors. The research applied a deductive approach. Data collection was through the use of a questionnaire and data analysis using the pairwise correlation analyses.
Results: The results revealed a strong correlation structure between the items as the KMO measure of sampling adequacy was supportive and significant as well as Bartlett’s test of sphericity.
Conclusion: The study reaffirms the positive significant effect of co-creation on the competitive advantage of processing and service firms in the Littoral Region of Cameroon.
Recommendation: Management needs to adapt co-creation with customers to improve their products and services and to engage further with customers for innovation, customization and collaboration.
References
Armstrong, J. C., Adam, S., Denize, S., Volkov, M. & Koyler, P. (2018). Principles of Marketing 7e (13th edition). Melbourne: Pearson Australia.
Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, Science, vol.17, Issue 1.PP. 99–120.
Barney, J. B. (2005). Gaining and Sustaining Competitive Advantage, 2nd ed. Reading, Mass.: Addison-Wesley.
Bentzen T. (2021), Co-creation, a new pathway for solving dysfunctionalities in governance systems, administration and society, 54; 1148-77.
Carmen, V. (2016). Building customer-centric Organisations: Shaping Factors and Barriers.Center for strategy and leadership, Westerstraat 46, 3016 DH, Rotterdam, The Netherlands
Chong, Wei, Y., Patrick, H., Teck, & Tan, S. (2022). Small and medium size businesses in Malaysia can look forward to the future of Co-creation, a literature review; International journal of professional business review:Int. Prof. Bus. Rev., ISSN.20525-3654. ISSN-e 2525-3654, Vol. 7, No 6, 2022.
Chung, K. & Tan, B. (2022). Options to Improve Service Quality to Enhance Value Co-Creation for Customers in the Aviation Industry in Taiwan; Sage journals; https://doi.org/10.1177/21582440221079926
Galbraith J. R (2011). Designing the customer centric organisation: A Guide to Strategy Structure and Process. San Franciso, C. A: John Wiley and Sons.
Ghazawneh, A. (2008). Managing mass collaboration: Toward a process framework. Department of informatics. Lund university libraires: http://lup.lub.lu.se/student-papers/record/1336594
Hamidi, F. & Gharneh (2017) Impact of Co-Creation on Innovation Capability and Firm Performance: A Structural Equation Modelling. (Master’s Thesis), Universidad Eafit,Medelin, Colombia.
Haro G., Martinez R. M. & Canas, R. (2014): The effects of value co-creation Process on the consumer and the company, Expert Journal of marketing, 2 (2), 68-81
Helfat, C. E., Finkelstein, S., Mitchell, W., Peteraf, M. A., Singh, H., Teece, D. J., winter, S. G. (2007). Dynamic Capabilities. Understanding Strategic Change in Organiza- tions, Blackwell Publishing, New Jersey.
Horst M. (2021), is co-creation the magic potion for innovation. Technical University of Denmark, Department of Technology, Management and Economics, Akademivej 358, 2800 Kgs. Lyngby, Denmark, Mail: majho@dtu.dk – ORCID: 0000-0002-9641-5213
Ilenia, V. (2022), Journey to customer centricity; A customer centric framework for the era of stakeholder capitalism; amsterdunkz, ileniavidili.com.
Ind & Coates (2013). The meanings of co-creation. European Business Review 25(1). DOI:10.1108/09555341311287754
Klaus, P., (2014). Measuring customer experience: How to develop and execute the most profitable customer experience strategies. United Kingdom. Springer.
Kotler, P. & Armstrong, G. (2011). Principles of Marketing. (4th Ed) New Jesey, N.J: Prentice Hall
Kumar, V., Lemon, K., & Parasuraman, A. (2020). Managing customers for value: an overview and research agenda. Journal of Service Research, 9(2), 87–94.
Lamberti, L. (2013). Customer centricity: the construct and the operational antecedents. Journal of Strategic Marketing, 21(7), 588–612.
Masood, G., Ullah, L., Cavalliere, L., Malik, P., & Purohit, N. (2021). Analysis of the customer centric marketing strategies in attaining competitive advantage for the firm and sustaining business success. Vidyabharati international interdisciplinary research journal (special issue) ISSN 2319-4979.
Panwar. V., Kumar, D., Jain, A., Thakar, C. (2021). Experimental investigation and optimization of corporate development and marketing communication on social media: Business strategy and the environment, vol. 26, no 5 pp. 569-583
Ramazan, A. (2021). Customer centric marketing; IN traders journal, (business, economy topics) view project, Adiyamen University.
Stefan, S., (2017). Customer centric product innovation strategy for SMEs, Institute for strategic management, Johannes Kepler University, Linz.
Takwi, M. & Atingwa, C. (2020). The Innovative Marketing strategies of MTN Cameroon: American Journal of Operations Management and Information Systems, Archives, Volume 6, issue 2.
Vilniaus, K., (2018). Competitive Advantages theoretical Aspects, The University Applied Sciences, 08105, Lithuania, Vol. 7 Issue 1(14).
Downloads
Published
How to Cite
Issue
Section
License
The authors retain the copyright and grant this journal right of first publication. This license allows other people to freely share and adapt the work but must give appropriate credit, provide a link to the license, and indicate if changes were made. They may do so in any reasonable manner, but not in any way that suggests the licensor endorses them or their use.
