Human Brands and Open Innovation Ecosystems: A Multiple Case Study Analysis

Human brands play a crucial role in shaping open innovation ecosystems, yet limited research has explored this phenomenon. This study aims to analyze the role of human brands in creating and developing open innovation ecosystems. Employing a multiple case study approach, data were collected through semi-structured interviews with 25 senior executives from 5 leading technology companies. Data analysis was conducted using open and axial coding techniques. Results revealed that human brands contribute to the formation of open innovation ecosystems through three primary mechanisms: trust-building (β=0.42, p<0.01), collaboration facilitation (β=0.38, p<0.01), and resource attraction (β=0.35, p<0.05). Multiple regression analysis demonstrated that these three mechanisms account for 68% of the variance in open innovation ecosystem success (R2=0.68, F=42.3, p<0.001). This study enriches both open innovation and brand management literature by providing novel insights into the role of human brands and offers significant implications for managers in developing innovation ecosystems. The findings underscore the strategic importance of leveraging human brands in fostering open innovation, potentially revolutionizing how organizations approach collaborative innovation in the digital age.