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

Ingrid Moons, Kristien Daems and Lorens L. J. Van de Velde
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Ingrid Moons: Department of Marketing, Faculty of Business and Economics, University of Antwerp, Prinsstraat 13, 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

Sustainability, 2021, vol. 13, issue 13, 1-20

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.

Keywords: co-creation; innovation; multi-stakeholder network; sustainable innovations; high-tech context; stakeholder relationship management; greenhouse horticulture (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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