Co-Creation of Shared Purpose in Open Innovation for Sustainability

Abstract

To utilize the concept of open innovation, organizations need to expand their view beyond their existing resource pool and business environment, to include their partners and stakeholders for more inclusivity. Such co-creation of shared value for open innovation requires actively participating, interacting and collaborating with manufacturer and retailers (and other stakeholders in this marketing exchange), for developing an insight in creating value for sustainability problem-solving context. This paper aims to identify the prominent themes (w.r.t. Open Innovation and Sustainability and their inter-relationships) and examine the importance of success factors and their configuration for co-creating shared value for sustainability innovation in MSMEs. The first stage of investigation determined the relationship between concepts present in literature through bibliometric technique. The second stage examined predictors (e.g., knowledge management system, openness and organizational structure) that contributed to desired outcomes (Co-creation of shared purpose in open innovation for sustainability) through Necessary Condition Analysis (NCA). This understanding advances the existing body of knowledge that propagates the significance of knowledge management system, openness and organizational structure as antecedent to increase co-creation of shared value for sustainability by organizations.