Abstract:
This keynote explores how businesses can respond to the growing
imperative to create not only commercial value but also social and
environmental impact. It highlights the power of entrepreneurial
bricolage—the practice of creatively leveraging and recombining available
resources to develop innovative, purpose-driven solutions. It explores how
co-creation, as a pivotal form of improvised strategy and innovative
thinking, enables businesses to simultaneously generate commercial, social,
and environmental value, seizing opportunities and addressing challenges
that are impossible within single organizational boundaries. Despite its
recognized potential, a significant research gap exists in understanding the
specific opportunities through which co-creation facilitates this multifaceted
value creation, especially given the inherent paradoxes of such
collaborations. To bridge this gap, the keynote discusses a typology of four
distinct co-creation opportunities: Core, Supplementary, Societal, and
Ancillary. This framework is built upon two key dimensions: the degree of
alignment between co-creation and core business operations, and the
integration of commercial and social/environmental value creation
potential. The keynote details the unique characteristics of each opportunity
type across three interrelated stages—opportunity spotting, seizing, and
transformation—illustrating how entrepreneurial bricolage manifests in
identifying, mobilizing resources for, and scaling these improvised
strategies to steer through market volatility.
