Why don’t endowments of unique natural resources lead to innovation? Aligning strategy, processes, and resources to build innovation capabilitie

• Based on a single longitudinal case study of the largest Brazilian cosmetic company, Natura Cosmetics, from 2001 to 2018, we show how Natura integrated open strategy and open innovation as an intertwined and evolutionary process, making changes to this process in several phases. The findings highlight how participative forms of strategy formulation (i.e., open strategy) and collaborative innovation (i.e., open innovation) help to build innovation capabilities for EMNEs. The findings also point to the dynamic and temporal character of capability building and suggest that EMNEs implement open strategy and open innovation in emerging markets in several phases through the continuous interaction and re-adjustment of innovation plans, innovation goals, and open innovation processes. The article presents how Natura initially implemented open innovation to address specific technology problems (initiation and formation phases) to generate opportunities for the Brazilian ecosystem (establishment and consolidation phases).

Subject headings

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Keyword

emerging markets

open innovation

open strategy

innovation capabilities

Publication and Content Type

ref (subject category)

kon (subject category)