The Effect of Co-creation on Competitive Advantage in Processing and Service Companies in the Littoral Region of Cameroon

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.