Abstract
The topic of innovation is extremely important because it relates to the ability of organizations, urban regions and even states to remain competitive in today’s rapidly changing world. The problem for modern organizations is how to increase the scale and efficiency of innovation in modern organizations. One of the most striking modern trends that helps to generate innovation is the involvement of the organization’s stakeholders in the processes of value co-creation, encouraging their processes of collective cooperation, knowledge sharing and creative expression. Changing value creation processes are becoming a critical factor in creating innovation. Value creation has always been an essential foundation of any organization’s activities, but the targeted involvement of stakeholders in value creation is a relatively new phenomenon. The article presents a study, the aim of which is to investigate how and in what forms creative organizations – publishing houses – use the adaptability of their managed communication channels to encourage stakeholder involvement in value co-creation processes in innovation. Stakeholder involvement in the development of new ideas and projects, networking, collaboration, knowledge sharing, various non-formal learning opportunities, creation of discussion and feedback platforms as important drivers of stakeholder engagement are particularly important in fostering value-added processes in innovation.
Highlights
In the context of global change, it is acknowledged that the ability of organizations, regions or even states to remain competitive is closely related to their readiness to develop innovations and to create conditions favorable for their development (Vlok, 2012)
In the context of the need for continuous innovation, the ability of organizations to creatively use their possessed knowledge and competencies that form the basis for innovation development becomes prominent
Competitive advantage and innovation development require that organizations should focus on creatively strategic knowledge building, its effective transfer and promotion during communication processes, involving stakeholders
Summary
In the context of global change, it is acknowledged that the ability of organizations, regions or even states to remain competitive is closely related to their readiness to develop innovations and to create conditions favorable for their development (Vlok, 2012). The topic of innovation is extremely important as it pertains to the possibilities to survive in the today’s rapidly changing world. Investments being the basis for long-term economic growth determine that. Org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
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