Driving Agribusiness Performance: The Transformative Role of Value Creation in Supply Chain Practices in Cameroon

Abstract ―​

This study, titled "Driving Agribusiness Performance: The Transformative Role of Value Creation in Supply Chain Practices in Cameroon," explores how effective supply chain management can enhance value creation and performance among agribusinesses in the Southwest and Littoral regions of Cameroon. The research targets a total population of 506 agribusiness organizations, employing a purposive sampling technique for comprehensive coverage. Utilizing Causal Mediation Analysis (Zhao et al., 2010), the findings reveal that supplier relationship management significantly influences value creation (coefficient = 0.803), while customer relationship management negatively impacts it (coefficient = -0.0556). Additionally, the mediation analysis indicates a partial mediation effect with 14.16% of the total effect being mediated through value creation. The study suggests that policymakers and business leaders should prioritize robust supplier relationships, reassess customer relationship management strategies to better align with market demands, and emphasize effective information sharing to enhance overall performance in agribusinesses.