Member (Co)creativity in Open Innovation Communities

Findings: Drawing on componential theory of creativity and innovation, this study demonstrates the role of members’ creative identity, creative self-efficacy, and domain-relevant knowledge as determinants for their novel idea generation. While novel idea generation leads to members’ participation in collaborative innovation, this relationship is partially mediated by members’ willingness to cocreate in this process. This process is further conditioned by social determinants and leads to members’ creative self-enrichment as a result of collaborating in OI communities.

Research Implications: Taking a member perspective, this study advances marketing innovation theorizing by investigating critical determinants of effective OI communities, informing managers about success factors that promote collaborative innovation in OI communities.

Originality Value: This study is the first to examine the notion of member (co)creativity in OI communities and its determinants for effective collaborative innovation. We also demonstrate self enrichment as an important outcome of (co)creativity.