Impact measuring the of technological innovation driven by co-creation of value on the performance of multinationals in emerging markets

The co-creation of value is a key strategy for fostering technological innovation; however, its integration into daily business practices remains limited. Technological innovations arising from co-creation of value result from collaborative efforts between businesses and key stakeholders, driving improvements in both operational and economic/financial performance. This study aims to evaluate whether adopting co-creation of value facilitates technological innovation in multinational automotive companies in Brazil, thereby enhancing their operational and economic/financial outcomes. A survey-based study was conducted with more than 105 experts from multinational automotive companies in Brazil, employing structural equation modeling analysis. The findings demonstrate that the co-creation of value fosters technological innovation, which in turn enhances operational and financial/economic performance. This study advances the field by highlighting the critical role of active customer and supplier engagement in driving innovation across organizational, product, and process domains within emerging markets. Furthermore, it provides actionable insights for managers, emphasizing the importance of implementing continuous feedback systems, offering customer support, and fostering close collaboration with stakeholders to optimize processes, reduce costs, and enhance customer satisfaction. The study’s contributions lie in providing a robust foundation for future research and practical applications, supporting sustainable and competitive growth in dynamic business environments.