Abstract
In the fast-evolving landscape of business and marketing, Digital Innovation Hubs (DIHs) have emerged as transformative catalysts, reshaping collaboration dynamics. The innovation hub, like incubators, R&D labs, and impact hubs, designates a physical space dedicated to fostering innovation within an organization or community. Defining an innovation hub proves challenging, as it is often linked to an open co-working space with a stylish design and tools for creative thinking. However, it extends beyond being merely a physical space for idea generation. A well-designed physical space facilitates in-person collaboration, while a digital platform enables global collaboration, transcending geographic constraints. Innovation hubs embody a distinctive entrepreneurial culture marked by a global perspective and values that often prioritize social behavior. Particularly in regions with conservative politics and cultural norms, these hubs can function as a secure environment for embracing culturally unfamiliar behaviors and mindsets. A Digital Innovation Hub (DIH) serves as an all-encompassing structure, empowering organizations to enhance competitiveness through the optimization of processes and the innovation of products and services using innovative digital technologies. Received: 25 December 2023 / Accepted: 25 February 2024 / Published: 23 April 2024
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