Co-creation of Knowledge for Innovation Requires Multi-Stakeholder Public Relations

Co-creation of knowledge offers significant opportunities for innovation. This chapter seeks to gain understanding of the process of co-creation of knowledge for innovation and Public Relations in multi-stakeholder projects by exploring current insights in academic literature. The research questions look at how co-creation of knowledge for innovation has been investigated in the scholarly literature; the roles of end-users; and the modes and challenges of end user participation and in collaboration relating to communication. The method of this chapter is a structured literature review, following a series of rigorous steps: a search of databases, analysis of 33 articles found, summarizing relevant content using a data extraction table and a data extraction continuum as analysis tools to show the range of projects discussed in the literature to create a comprehensive overview. The findings indicate that multi-stakeholder networks can be structured for different aims. In the articles found different types of projects were investigated. Four categories of projects were found: (1) Co-creation projects benefiting one company; (2) Co-creation projects benefiting business-to-business value chain networks; (3) Co-creation projects benefiting public entities; and (4) Co-creation projects benefiting innovation network stakeholders. Complexity is highest for multiple-stakeholder co-creation projects benefiting innovation network stakeholders, where the roles between stakeholders are fluid and changing constantly. Solving common issues motivates the stakeholders to collaborate and build trust. Open innovation environments may facilitate communication and interaction. Co-creation of knowledge requires intensive collaboration. Knowing the main challenges to address this, will help the functioning of co-creation collaboration networks and their Public Relations