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What is Co-Creation Environment

The Role of Knowledge Transfer in Open Innovation
Contexts and ambiences generated by companies to interact with customers. The objective is to involve stakeholders in developing ideas about products, services, experiences, etc.
Published in Chapter:
The Customer as a Source of Open Innovation in the Tourism Sector
Patricia P. Iglesias-Sánchez (University of Málaga-Andalucía Tech, Spain), Marisol B. Correia (University of Algarve, Portugal & University of Lisboa, Portugal), and Carmen Jambrino-Maldonado (University of Málaga-Andalucía Tech, Spain)
Copyright: © 2019 |Pages: 21
DOI: 10.4018/978-1-5225-5849-1.ch008
This chapter analyzes the implementation of open innovation supported by social media, aiming to make it more effective in the tourism sector. Regression analysis is used to verify the relationships between competitive environment, research and development (R&D)/innovation level, external openness, and open innovation implementation using a sample of 135 tourism companies in the south of Spain and Portugal. The potential of social media as an instrument for customer involvement in innovation processes is verified, as is the ongoing adoption of open innovation as a competitiveness strategy in the tourism industry. Regarding the practical implications, open innovation is becoming established and there is strategic support from social media. However, there is a lack of models to give structure to this new paradigm and allow its management. The originality of this chapter lies in combining the models proposed by Narver and Slater and Atuahene-Gima regarding the ways in which companies can approach open innovation.
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