Promoting value co-creation through digitalised supply chains in small, medium, and micro enterprises

Background: This study analyses how digitalised supply chains affect value co-creation and performance among small, medium, and micro enterprises (SMMEs) in KwaZulu-Natal and Eastern Cape, South Africa. Objectives: It aims to provide insights into how digital technologies enhance supply chain efficiency and support sustainable development goals through innovation and collaboration in the tourism sector. Grounded in dynamic capabilities theory, the study explores how SMMEs integrate and reconfigure resources to sustain competitive advantage in dynamic environments. Method: A quantitative approach using regression analysis was employed to assess the relationships among supply chain digitalisation, value co-creation, and enterprise performance. Results: Digitalised supply chains positively influence value co-creation and performance, enabling SMMEs to optimise processes, improve customer satisfaction, and achieve sustainable competitiveness. Conclusion: The study provides strategic insights for managers and policymakers to promote digital transformation and strengthen SMME performance in the tourism value chain. Contribution: The study links digitalised supply chains with value co-creation in SMMEs, particularly in developing economies. It highlights how digital technologies facilitates collaborative value creation through improved connectivity among supply chain actors. It also identifies the digital capabilities and relational mechanisms essential for SMMEs to realise shared value value. This integrated perspective connecting digitalisation and co-creation outcomes aligns with the Journal of Transport and Supply Chain Management’s focus on innovation and value creation within resilient, digitally enabled supply chain systems.