Recent research points to a service-based and systemic understanding of innovation in which focus is on the shared value co-creation practices shaped collaboratively by many actors. This research seeks to understand where and how new value co-creation practices emerge. Institutional pluralism, or the diversity of rules, norms and schemas that constrain and guide human action, offers the basis for answering this question. Actors encounter contradictory situations when multiple institutional prescriptions for action are activated in a specific situation. This elevates their conscious problem solving which allows them to develop new solutions to resolve issues at hand, these solutions carrying the potential for institutionalization across a broader system.

Kaisa Koskela-Huotari (VTT Technical Research Centre of Finland, Oulu), Jaakko Siltaloppi (Aalto University, Helsinki), Stephen L. Vargo (University of Hawaii at Manoa, Honolulu): Institutional pluralism as a driver for innovation

Presented at the 24th Annual RESER Conference, September 11-13, 2014, Helsinki, Finland.

rucforsk.ruc.dk/site/services/…/54095762/RESER_2014_Proceedings.pdf