THE ROLE OF CO-CREATION IN BUILDING COMPETITIVE ADVANTAGE WITHIN CAMEROON'S PROCESSING AND SERVICE INDUSTRIES
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| Natura: | Recurso digital |
| Lingua: | inglese |
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2026
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| _version_ | 1866901775272902656 |
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| author | Miller, Jonathan |
| author_facet | Miller, Jonathan |
| contents | <p><em><span>In today’s hypercompetitive global economy, firms face increasing pressure from technological disruption, evolving customer expectations, and intensified market rivalry. These challenges have made it difficult for organizations to independently identify and respond effectively to external changes. Consequently, businesses are shifting toward customer-centric strategies that emphasize collaboration and value creation. This study explores the role of co-creation as a strategic approach for enhancing competitive advantage within Cameroon’s processing and service sectors. Co-creation enables firms to actively engage customers in the design, development, and improvement of products and services, thereby strengthening customer loyalty and responsiveness to market dynamics. Drawing from contemporary marketing and strategic management perspectives, the paper highlights how co-creation fosters innovation, improves customer satisfaction, and builds sustainable competitive positioning in increasingly volatile markets. The study argues that in an era marked by rapid technological advancement and shifting consumer behavior, co-creation offers firms a critical pathway for survival and growth. It concludes that organizations adopting co-creation practices are better positioned to adapt to competitive pressures and achieve long-term performance advantages</span></em></p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_20205623 |
| institution | Zenodo |
| language | eng |
| publishDate | 2026 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | THE ROLE OF CO-CREATION IN BUILDING COMPETITIVE ADVANTAGE WITHIN CAMEROON'S PROCESSING AND SERVICE INDUSTRIES Miller, Jonathan Co-creation; Competitive Advantage; Customer Centricity; Service Sector; Processing <p><em><span>In today’s hypercompetitive global economy, firms face increasing pressure from technological disruption, evolving customer expectations, and intensified market rivalry. These challenges have made it difficult for organizations to independently identify and respond effectively to external changes. Consequently, businesses are shifting toward customer-centric strategies that emphasize collaboration and value creation. This study explores the role of co-creation as a strategic approach for enhancing competitive advantage within Cameroon’s processing and service sectors. Co-creation enables firms to actively engage customers in the design, development, and improvement of products and services, thereby strengthening customer loyalty and responsiveness to market dynamics. Drawing from contemporary marketing and strategic management perspectives, the paper highlights how co-creation fosters innovation, improves customer satisfaction, and builds sustainable competitive positioning in increasingly volatile markets. The study argues that in an era marked by rapid technological advancement and shifting consumer behavior, co-creation offers firms a critical pathway for survival and growth. It concludes that organizations adopting co-creation practices are better positioned to adapt to competitive pressures and achieve long-term performance advantages</span></em></p> |
| title | THE ROLE OF CO-CREATION IN BUILDING COMPETITIVE ADVANTAGE WITHIN CAMEROON'S PROCESSING AND SERVICE INDUSTRIES |
| topic | Co-creation; Competitive Advantage; Customer Centricity; Service Sector; Processing |
| url | https://doi.org/10.5281/zenodo.20205623 |