Multidexterity—A New Metaphor for Open Innovation

Prioritizing Protection by Face Masks during COVID-19: The Application of Customer Open Innovation

This research investigated consumers’ purchase intention and preferences for face masks during the COVID-19 global pandemic. The Theory of Planned Behavior (TPB) was used as the theoretical framework. Empirical data (with 215 valid responses) were collected nationwide from the United States via Qualtrics Panel services. Exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and multi-group comparison (chi-square difference) were used to estimate construct validity and test the proposed hypotheses and theoretical framework. Results indicated that consumers’ purchase intention towards face masks was predicted by consumers’ attitude towards functional attributes, subjective norm, and perceived behavior control. But, in contrast with previous research, purchase intention was not predicted by attitudes towards aesthetic attributes and attitude towards social attributes. Purchase intention positively influenced consumers’ actual purchase behavior towards face masks. Workplace association moderated the path from social attitudes to purchase intention. Based on these results, theoretical and practical implications are discussed.

Developing an Open Innovation Attitude Assessment Framework for Organizations: Focusing on Open Innovation Role Perspective and Locus of Activity

From an organizational perspective, open innovation (OI) capability assessments are becoming increasingly important. The authors propose that an organization’s attitude toward interactive OI activities among OI stakeholders can reveal its degree of capability. This paper aims to focus on an organization’s OI attitude measurement scales and develop a framework linked to the role perspectives and loci of OI activities occurring at the organizational level. This research will introduce a practical, theory-based indication of OI assessment by combining a deductive process that identifies organizational OI attitude constructs with an inductive framework development process. First, the authors conducted an extensive literature review of attitude measurement on the execution of OI. Then, they performed empirical data analysis using a large-scale structured attitude assessment survey from individuals in domestic and multi-national corporations (n = 134), which led to the development of questionnaire sets on attitude evaluation. This study contributes to developing an organizational OI attitude assessment scale. Furthermore, based on empirical data analysis, the research framework demonstrated the reliability and validity of the organizational OI attitude measurement scale. Specifically, the scale contains proven questionnaires assessing OI attitudes by interrogating individual actors’ impact, behavior, and cognition regarding their organization’s OI activities. The organization’s three role perspectives (transfer, absorption, and brokerage) and two loci of activities in the OI ecosystem provide six distinct dimensions, suggesting areas of focus for a firm’s strategic OI direction.