University Of Tasmania

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Member (Co)creativity in Open Innovation Communities

journal contribution
posted on 2023-05-21, 17:10 authored by Gaurangi LaudGaurangi Laud, Conduit, J, Karpen, IO

Purpose: Organizations increasingly seek to leverage open innovation (OI) communities to generate and advance novel ideas through collaborative innovation efforts of their members. However, success is far from guaranteed as OI communities can only thrive depending on individual and collective member contributions. This research examines individual and social determinants that encourage members to first generate novel ideas, then collaboratively advance these ideas through cocreation with other members, a process we term member ‘(co)creativity’.

Design/Methodology/Approach: A survey design was used to collect data from 301 OI community members, which we analyzed through component-based structural equation modeling using SmartPLS.

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.


Publication title

European Journal of Marketing








Emerald Publishing Limited

Place of publication

United Kingdom

Repository Status

  • Restricted

Socio-economic Objectives

Administration and business support services

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