ENHANCING THE CULTURE AND CREATING VALUE FOR THE TERRITORY THROUGH OPEN INNOVATION: A CASE STUDY

This paper aims to understand how external revealing of strategic knowledge by a focal organization can be seen as a meaning of enhancing the culture and creating value for the territory. This strategy regards the phenomenon of outbound open innovation, still under-investigated by the literature so far. In fact, a few studies addressed a specific aspect of outbound open innovation, which regards the revealing of the knowledge for free to external actors. Despite this, previous works are mostly conceptual, and thus there is a lack of empirical studies of about revealing strategies. The aim of this work is to bridge this gap, exploring the objectives of the external knowledge transfer, through a single case study in the context of the craft beer industry. We found that external revealing of strategic knowledge in the craft beer industry can be seen as a strategy for enhancing the culture and creating value for both the focal organization and the whole territory.