Entrepreneurial Bricolage and Co-creation Opportunities to Generate Dual Value.

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.