Innovation Practices for Sustainable Competitive Advantage (Published)
This paper investigates the impact of process and distribution innovation on sustainable competitive advantage. Data are collected from manufacturing firms in the republic of Cameroon. Variables used were Eco-innovative product and service production process, customer relationship management process innovation and distribution innovation practices as the bases for enhancing sustainable competitive advantage. Sustainable competitive advantage was measured by Customer base-Market share, Employee Satisfaction and sustainable growth. We run a series of three multiple regressions of Customer Satisfaction, Employee Satisfaction, and Sustainable growth on explanatory variables defining Strategic process and distribution innovation practices. Our results show companies would have to implement customer relationship management process innovation and distribution innovation practices and companies would have to implement Eco-innovative product and service production process. Our results show that some companies are struggling with the idea of sustainability and Eco-innovative product production process. They need some expert advice on the way forward.
Keywords: Cameroon, Innovation Practices, Process, Sustainable Competitive Advantage, distribution innovation