Abstract:
Co-creation or open innovation so far been studied mainly on product and process
development in high-tech manufacturing industries. This paper attempts to investigate
the involvement of external sources on fishery resource conservation in the UK.
Drawing on a data collected from 32 small, medium and large fish and seafood
processors and retail chains, we have investigated the positive contribution of external
sources on resource conservation measures. Large processors and retail chains manage
bigger networks and maintained close links with external crowds compared to small
and medium. Creation and implementation of conservation measures through cocreation is common strategic tool and top gainers of the process were large processors
and retail chains. Winning respect, establish trust among partners, build market image,
value creation and brand promotion were the key perceived benefits.
