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Co-Creation as the Solution to Sustainability Challenges in the Greenhouse Horticultural Industry: The Importance of a Structured Innovation Management Process

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  • Ingrid Moons

    (Department of Marketing, Faculty of Business and Economics, University of Antwerp, Prinsstraat 13, 2000 Antwerp, Belgium
    Department of Product Development, Faculty of Design Sciences, University of Antwerp, Ambtmanstraat 1, 2000 Antwerp, Belgium)

  • Kristien Daems

    (Department of Marketing, Faculty of Business and Economics, University of Antwerp, Prinsstraat 13, 2000 Antwerp, Belgium)

  • Lorens L. J. Van de Velde

    (Department of Marketing, Faculty of Business and Economics, University of Antwerp, Prinsstraat 13, 2000 Antwerp, Belgium)

Abstract

Sustainable innovations try to resolve complex challenges related to climate change. Co-creation with diverse stakeholders in innovation networks opens opportunities to successfully develop and implement sustainable innovations. However, collaboration between heterogeneous partners poses challenges at the level of stakeholder relationship management that affect the progress of innovation development. This study’s purpose is to investigate how co-creation processes that develop sustainable and climate-neutral high-tech innovations in the greenhouse horticultural industry should be structured and how stakeholder relationship management affects the progress of innovation development. Design methodology is linked with innovation management literature. A case study observed seven innovation trajectories that developed energy saving and climate-neutral growing techniques in the greenhouse horticultural industry in Flanders (Belgium) and The Netherlands over a period of three years. In-depth interviews ( n = 13) were conducted to have the partners reflect on the co-creation process. Results show that co-creation management should focus on team composition, partner alignment and transparent communication about intentions, expectations and role division throughout the process. The initial stages of a co-creation process are crucial for context mapping and creation of team cohesion and do affect the subsequent stages in the process. Besides, in sustainable high-tech contexts, co-creation facilitators are faced with the need for technical knowledge and skills.

Suggested Citation

  • Ingrid Moons & Kristien Daems & Lorens L. J. Van de Velde, 2021. "Co-Creation as the Solution to Sustainability Challenges in the Greenhouse Horticultural Industry: The Importance of a Structured Innovation Management Process," Sustainability, MDPI, vol. 13(13), pages 1-20, June.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:13:p:7149-:d:582185
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