This study examined the impact of partner variables on co-creation processes, knowledge-sharing, and firm success. Data were gathered from property owners, chief executive officers, vice directors, management board assistants, and department heads of SMEs. A total of 550 valid responses were analysed using PLS-SEM. The results indicate the influence of partners' expenditures, attributes, flexibility, co-creation, knowledge-sharing, and organisational performance in an emerging market. Furthermore, the results highlight the significance of partners in facilitating co-creation processes, knowledge sharing, and improving firm performance. This research offers managers of SMEs valuable insights into how to identify suitable partners to increase co-creation value and improve organisational performance. These findings can inform strategies to improve business results.