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A dynamic framework Sustainable

open
for sustainable open innovation innovation
framework
in the food industry
Andrea Venturelli 1895
Dipartimento di Scienze dell’Economia, University of Salento, Lecce, Italy
Received 23 March 2021
Andrea Caputo Revised 29 May 2021
Department of Economics and Management, University of Trento, Trento, Italy and 18 August 2021
5 December 2021
Department of Management, University of Lincoln, Lincoln, UK Accepted 5 January 2022
Simone Pizzi
Dipartimento di Scienze dell’Economia, University of Salento, Lecce, Italy, and
Giuseppe Valenza
University of Palermo, Palermo, Italy

Abstract
Purpose – This study aims to take a holistic perspective to investigate how open innovation supports
sustainability and the contribution to the Unite Nations (UN) Sustainable Development Goals (SDGs).
Design/methodology/approach – The study is based on an in-depth single case study of Andriani SpA, a
leading Italian company in the food industry. The case is built by triangulating data from direct observations,
documentary analysis and semi-structured interviews.
Findings – The findings show an organization that has developed its competitive advantage by adopting open
innovation to embed sustainability in its strategy and business model. The case study complements the
understanding of how open innovation can effectively drive strategic renewal and innovation activities to
address sustainability objectives in the food industry.
Originality/value – This study contributes to theoretical development by offering new and insightful
explanations of firms’ strategic behaviour and coevolution toward sustainability via open innovation. It
provides practitioners, policymakers, researchers and students with reflections and inspiration about how
open innovation may be deployed to support a holistic strategic renewal aimed at sustainability objectives,
such as the SDGs, in the food industry.
Keywords Open innovation, Food innovation, Sustainability, Sustainable Development Goals,
Strategic renewal, Sustainable business model
Paper type Research paper

1. Introduction
Building a more sustainable and ethical economic system represents one of the main
challenges for policymakers, as evidenced by the 8.9% of the worldwide population affected
by food insecurity (Sachs et al., 2020). The United Nations 2030 Agenda identifies a central for
the private sector, so far mostly evidenced in large corporations (Scheyvens et al., 2016;
United Nations, 2015). Yet, to achieve real change and sustainable goals, small and medium
enterprises (SMEs) must adapt. However, the integration of sustainable principles within

© Andrea Venturelli, Andrea Caputo, Simone Pizzi and Giuseppe Valenza. Published by Emerald
Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) license.
Anyone may reproduce, distribute, translate and create derivative works of this article (for both
commercial and non-commercial purposes), subject to full attribution to the original publication and
authors. The full terms of this license may be seen at http://creativecommons.org/licences/by/4.0/legalcode British Food Journal
Vol. 124 No. 6, 2022
The authors would like to thank Raffaele Raso (CSR Manager), Filippo Capurso (Sustainability pp. 1895-1911
Coordinator) and Mattia Caravella (Sustainable Sourcing Specialist) for their availability in providing Emerald Publishing Limited
0007-070X
information for the development of the Andriani case study. DOI 10.1108/BFJ-03-2021-0293
BFJ businesses represents an activity that implies a high degree of complexity, since the
124,6 contribution of regulations and recommendations on organizational behaviours is moderated
by many factors (Bartolacci et al., 2020; Gatti et al., 2019; Pizzi et al., 2021a, b, 2022). In the
context of SMEs, the adoption of sustainable strategies is particularly complex due to
technical, cultural and financial barriers typical of smaller-sized businesses (Bartolacci et al.,
2020; Ormazabal et al., 2018). Despite the existence of common mandatory provisions and
regulations, the adoption of sustainable strategies, capable of embedding sustainability into
1896 the business model of the firm, is influenced by organizational and managerial attitudes to
such practices, contextual elements and resource constraints (Alassaf et al., 2020; Boons and
L€udeke-Freund, 2013; Schaltegger et al., 2016a, b).
In the past years, many scholars started to discuss sustainable transformation in the food
industry because of their pivotal role in the achievement of the Sustainable Development Goals
(SDGs) (FAO, 2020; Jouzdani and Govindan, 2020; UN Global Compact and KPMG, 2020). Within
this scenario, an enabling role can be covered by open innovation (OI), which was defined by
Chesbrough et al. (2006, p. 1) as: “the use of purposive inflows and outflows of knowledge to
accelerate internal innovation, and expand the markets for external use of innovation, respectively”.
The concept was recently integrated by sustainable principles to identify a possible pathway to
favour the transition to more sustainable business models by Food firms (Bogers et al., 2020). Yet,
a question arises for SMEs in the food industry: how can OI help increase sustainability
holistically and contribute to the realization of the SDGs? By answering this question, we
contribute to the understanding of the challenges, mostly organizational and cultural, that SMEs
face when applying OI practices in the context of sustainability (Van de Vrande et al., 2009).
Stemming from Randhawa et al. (2016), our article aims to develop a theoretical framework
(which we called the “4SOI framework”) to study how sustainable OI (seen at firm-, industry- and
community level) can lead SMEs in the food industry towards the achievement of sustainability
objectives via strategies for the development of more sustainable business models. Inspired by
the studies on sustainable open innovation (SOI) (Bogers et al., 2020), we aim to show how food
businesses can achieve significant financial, social and environmental performances by directly
contributing to the realization of specific SDGs. From a theoretical perspective, this work aims to
contribute to the knowledge on the interconnections between OI and sustainable strategies,
especially by highlighting the role of networks and communities as catalysts for innovation.
Altogether, the study can also provide practitioners and policymakers with inspiration on how
OI may be deployed to support strategic renewal aimed at achieving SDGs in the food industry.
To achieve these research objectives, we analyze the case study of Andriani, an Italian company
that operates in the market segment of the “innovation-food”. Although the European food
industry is considered a “traditional sector” (K€ uhne et al., 2010), Andriani’s business model is
characterized by a high degree of orientation towards sustainability and innovation. Thus, the
case selection was driven by the opportunity to analyze an organization that has based its core
competitive advantage by intersecting innovative and sustainable strategies.
The paper is structured as follows. Section 2 proposes a literature review on OI and
sustainability in the food industry, providing the theoretical framework of the research
object. Section 3 explains the methodology adopted to develop this exploratory research.
Section 4 describes the case study and analyzes the different levels of OI experienced by
Andriani’s company. Section 5 discusses the findings and develops the “4SOI (For
Sustainable Open Innovation) Framework”. Finally, Section 6 concludes the paper, providing
some managerial and political implications as well as suggestions for future research.

2. Literature review
2.1 Open innovation: evolution of a concept and state of the art
Over the past years, organizations have been adopting a new and wider approach to
innovation based on open collaborations with stakeholders, which lead to iterative exchange
processes of several factors, such as resources, technology and knowledge. Chesbrough Sustainable
(2003) defined OI as “a paradigm that assumes that firms can and should use external ideas as open
well as internal ideas, and internal and external paths to market, as the firms look to advance
their technology”. Through this approach, organizations open their boundaries to external
innovation
stakeholders, leveraging mutual knowledge and capabilities to stimulate innovation framework
(Obradovic et al., 2021; West and Gallagher, 2006). On the one hand, the paradigm of OI
rejects dividing lines between organizations and their external stakeholders. On the other
hand, organizations share and acquire knowledge for innovating in a wide network of actors 1897
(Bogers and West, 2012; Chesbrough, 2006; Enkel et al., 2009).
Randhawa et al. (2016), through a bibliometric study, identified three clusters focusing on
the main themes of the extant literature on OI. The firm-centric aspects of OI cluster address
the investigation of the OI application and implementation at the firm level by focusing on
technology and knowledge and adopting a collaborative development perspective (Barham
et al., 2020; Chiaroni et al., 2011; Van de Vrande et al., 2009). The management of OI networks
cluster focuses on the management of industry networks, addressing issues on corporate
ventures, intellectual properties and patents (e.g. Seldon, 2011), as well as partnership and
alliances (e.g. Han et al., 2012). The role of users and communities in OI cluster addresses the
investigation of the role of users and communities as innovators and participants in OI (Ebner
et al., 2009; F€ uller et al., 2008). In this cluster, studies have analyzed how user ideas are
integrated into the design and development of new products (e.g. F€ uller et al., 2009) or how
communities may contribute to the innovation processes in the context of open-source
software (e.g. Dahlander and Wallin, 2006).
Yet, little attention has been given to networks and communities as catalysts for innovation
since the contributions to the second and third clusters are more recent. Therefore, the studies
on the interactions of the participants and the OI communities remain sparse (Randhawa et al.,
2016). This is even more true about OI in the food industry. A limited number of studies assume
diverse perspectives, such as regulation (Grimsby, 2020), crowdfunding (Cillo et al., 2019),
empirical analyses of specific countries (Della Corte et al., 2018; Miglietta et al., 2017; Santoro
et al., 2017) and industries (Fortuin and Omta, 2009; Grimsby and Kure, 2019; Tardivo et al.,
2017). Despite the importance of the food industry for reaching sustainable objectives, little
attention has been given to the theme of OI in the food industry from a sustainability
perspective (Bogers et al., 2020; Bogers and Jensen Jørgen, 2017). The perspective of
sustainability could favour the understanding of how OI can be deployed to address societal
challenges (McGahan et al., 2021), even with regard to the food industry.

2.2 Sustainability in the food industry

The food industry covers a pivotal role within the current debate about sustainable development
(FAO, 2020) and directly contributes to specific goals such as the SDG2 (“Zero Hunger”), SDG3
(“Good Health and Well-being”) and SDG12 (“Responsible consumption and production”).
However, the systemic nature of the SDGs underlined the need to analyze the food industry
through a holistic approach based on the conjoint analysis of the different externalities related
to the implementation of sustainable business models (Bebbington and Unerman, 2020;
Nilsson et al., 2016). In fact, despite the possibility of prioritizing a certain number of SDGs, the
anthropic activities made by organizations impact all the dimensions identified by previous
studies on CSR (Dabic et al., 2016) and the Agenda 2030 (Bebbington and Unerman, 2020).
Even though they theoretically converge, socially responsible communications and
actions are independent activities (Schoeneborn et al., 2020). Several studies underlined the
need to reflect on the risks of adopting unethical mechanisms such as greenwashing and
impression management strategies to legitimatize organizations’ role within society (Pizzi
et al., 2021a, b, 2022; Seele and Gatti, 2017). This approach is particularly widely diffused in
sectors like the food industry, where stakeholders paid specific attention towards sustainable
BFJ practices (e.g. supply chain, patents). Thus, the comprehension of the actual degree of
124,6 orientation towards sustainable practices by food organizations cannot be limited to
analyzing labels and certifications due to their quasi-mandatory adoption (Elgaaı€ed-Gambier,
2016; Renard, 2010).
Detecting socially responsible organizations in the food industry represents an activity
entailing a high degree of complexity (Ehgartner, 2020; Zuo et al., 2017). Indeed, food
organizations could act sustainably through different approaches such as implementing green
1898 practices, investing in the local communities and developing ethical governance mechanisms
(Hartmann, 2011; Maloni and Brown, 2006). Thus, academics started developing studies about
the main factors that characterize sustainable and ethical food organizations. In particular, many
of these studies agreed about the enabling role covered by innovation and the integration of the
stakeholders within the decision-making processes (Agovino et al., 2018; Cortese et al., 2020).
However, despite the positive impacts of the adoption of sustainable behaviours, the
integration of sustainable practices within food organizations’ business models remains an
activity limited by a high degree of barriers (Hemphill, 2013). In particular, the lack of
orientation towards sustainable practices is related to technical and cultural barriers that
typically affect SMEs (Bartolacci et al., 2020; Caldera et al., 2019). Thus, the transition from
traditional to sustainable business model represents a complex activity due to the need to
align the different expectations about food organizations’ between the various stakeholders
involved (Franceschelli et al., 2018).

2.3 Sustainable open innovation as a remarkable challenge in the food industry

The concepts of “Open Innovation” and “sustainability” have been mostly addressed
separately, as independent topics. Indeed, few studies addressed these two research areas by
adopting an integrated perspective, especially in the food industry (Bogers et al., 2020). On the
one hand, socio-economic systems face various problems related to society (e.g. workers’
rights) and the environment (e.g. waste of plastic). On the other hand, it is necessary to
promote coordinated initiatives where groups of companies collaborate to share skills and
knowledge to increase the probability of facing and solving these problems. Pursuing this
goal implies the convergence between the concepts of OI and sustainability.
According to Bogers et al. (2020), SOI is a process based on knowledge and ideas shared
across organizational boundaries, which preserves the needs of present and future
generations through pecuniary and non-pecuniary mechanisms that are consistent with
the business model of the organizations involved. SOI adopts a long-term perspective
through which a network of organizations pursues business objectives compatible with
economic and financial performance, social equity and environmental protection. Since this
perspective assumes a strong relevance in the context of the food industry (Bresciani et al.,
2016), SOI could be a remarkable challenge for companies operating in this industry.
Based on a case study, this exploratory research aims at showing how a company in the
food innovation sector achieved meaningful results in terms of financial, social and
environmental performance by integrating these dimensions in a new conceptual framework
inspired by SOI.

3. Method
The study was done adopting a qualitative approach, which is indicated for exploratory
research. This study adopts a case study method to analyze how OI can help increase
sustainability holistically and can support the firm’s contribution to the realization of the UN
SDGs. The use of the case study is appropriate for research questions of the type of “how” and
“why”. Via the case study, investigative research of current phenomena can be carried out
within its actual context and allows to study situations where the boundaries between the
phenomenon and the context are not established (Yin, 2018).
 Andriani, a public limited company founded in 2009, was selected because it is among the Sustainable
top leading companies in the innovation food industry in Italy, as evidenced by the many open
awards the company and its entrepreneur have won over the years (https://www.andrianispa.
com/category/premi/page/3/). This makes the company a critical case (Yin, 2018) in analyzing
innovation
the processes, challenges and outcomes of the adoption of SOI. framework
Similarly to previous studies (Bogers et al., 2020; Brusca et al., 2018), and following the
guidelines by Yin (2018) to strengthen the study results, we have triangulated various
complementary analyses of data from different sources, via inductive coding, balancing the 1899
internal views of the management of the company, with the external views of the
stakeholders and the views of the research team. This approach has allowed us to collate
in-depth insights into the case study from multiple sources, codified in different types of
knowledge and limited the biases to which qualitative research is subject.
In particular, the research design process followed the recommendations by Yin (2018) to
test for validity (construct, internal and external) and reliability and entailed, first, the use of
different sources of information for analysis (Table 1) to extrapolate both tacit and explicit
knowledge and generate complementary evidence. Second, we triangulated via comparison
and complementary analysis of facts from different sources, i.e. company reports, archival
documents, interviews and direct observations, allowing for the development of converging
lines of inquiry (Yin, 2018). Third, the composition of the case study began as early as possible
and in parallel with the sustainability projects in progress. Fourth, using an inductive
approach (Yin, 2018), key informants received and reviewed the analysis and contributed to a
process of co-creation and co-interpretation of the findings.
The analysis was built using primary and secondary data. Secondary data were classified
in internal and external data. The data were validated using comparative analysis between
the different sources used in the research (Scapens, 2004).
Primary data were collected using participant observations, which represents a
methodological approach particularly suitable to gain access to events or groups that are
otherwise inaccessible (Yin, 2018). In detail, the research team performed unstructured
interviews with key individuals involved in the strategic process of the company and key
stakeholders (Qu and Dumay, 2011). The choice to adopt unstructured interviews instead of
alternative approaches such as interviews or semi-structured interviews was driven by the
opportunity to collect truthful data by using an informal approach (Adler, 1995). The
methodological approach was supported by the presence in the research team of a member of

Research question How can OI help increase sustainability holistically and contribute to the
realization of the sustainable development goals?
Unit of analysis Relationship between OI and strategic management in the food industry;
challenges; opportunities; entrepreneurial decision-making
Organization Andriani
Stakeholders (internal/ Founders; board of directors; risk and compliance board; team CSR and
external) sustainability; employees and managers; nutritional observatory; partner
universities; suppliers; subsidiaries and joint ventures; consulting firms; auditor;
local institutions; territorial associations; key customers; partner NGOs
Duration/timeframe July 2018–March 2021
Sources of data and Triangulation of data collected through interviews, direct observation and
reliability documentary analysis
Construct validity Multiple sources of evidence
Internal validity Systematization of the process of relationship between OI and the grand
challenge of sustainability in the cases analyzed
External validity Logic of methodological replication and discussion of empirical results in light of Table 1.
the state of the art Case study protocol
BFJ a governance body, who allowed insider observation of the main strategic processes for a
124,6 period of about three years.
The secondary data have been divided in internal and external data. As regards
internal archival data, we analyzed Andriani’s strategic documents, such as sustainability
reports, impact assessment and press releases. In particular, we paid specific attention to
the contents disclosed in the sustainability reports published during the period 2018–2020
due to the existence of interlinkages between corporate communication and business
1900 strategies (Unerman, 2000). As regards external archival data, we collected documents
published by independent stakeholders such as mass media, non-governmental
organizations (NGOs) and policymakers. The data were gathered using Nexis Lexis, a
scientific and professional database that contains newspapers in electronic form and
includes a digital feature for searching for articles using specified keywords (Passarini
et al., 2017). In this regard, we considered an overall number of articles published during
the period 2016–2020 equal to 40.
Finally, the data were analyzed following an open coding approach.

4. The Andriani’s sustainable pathway in open innovation

Evaluating SOI represents an activity implying a high degree of complexity due to the
dynamic interlinkages between SDGs and organizations. The complexity of the phenomenon
is underlined by Andriani’s experience, which represents an organization that has enhanced
its sustainable business model through continuous engagement with stakeholders. In detail,
Andriani operates through a business model characterized by a high degree of orientation
towards sustainable and ethical themes, as evidenced by the definition of “natural innovator”.
Regarding the concept of natural innovators, the company’s Manifesto explains: “Learning,
understanding and even anticipating nutritional trends is for us the most important part of our
work because it gives us an essential goal to achieve. Being always at the forefront in the way we
cultivate, process, and produce our products is not only a boast but an obligation to those who
trust us. Making sure that all our suppliers and distributors respect, as we do, the environment
and the community, in addition to the consumer, is essential, as is helping them to do so when
they ask us”.
However, acting as a “natural innovator” requires the implementation of specific
tools to engage with stakeholders such as focus groups, surveys and annual meetings.
In this sense, it represents activities conducted by Andriani to avoid the theoretical
misalignment between “walking” and “talking” about sustainable development
(Schoeneborn et al., 2020).
Furthermore, Andriani engaged with stakeholders through accountability mechanisms
characterized by a high degree of transparency and comparability. The combination between
these two concepts is underlined by the integration of specific themes within the materiality
assessment conducted by Andriani in 2021. In particular, the company included within the
assessment themes directly related to sustainable innovation such as “open innovation” and
“sustainable and resilient business model”. The two themes underlined the vision towards
emerging topics such as climate change, biodiversity and circular economy practices.
Regarding the attempt to reflect on a sustainable and resilient business model, the company
chose to integrate the theme within its strategy to actively contribute to society through an
innovative and sustainable approach. In particular, the operational paradigm was inspired by
the need to contribute to the achievement of ambitious goals such as carbon neutrality and
COVID-19. However, those evolutionary pathways were characterized by different steps
(Randhawa et al., 2016) that have favoured the transition from an approach based on the
firm’s dynamics towards a more comprehensive approach based on impacts on the food
industry and society (Figure 1).
 Sustainable
open
innovation
framework

1901

Figure 1.
Key events affecting
Andriani’s pathway
in SOI

4.1 Firm-level open innovation

During the past years, the company’s sustainable transition evolved from an environment-
based approach to a more comprehensive approach based on the integration of
environmental, social and governance (ESG) dynamics within the business model. This
evidence underlines the innovative approach of Andriani in a sector characterized by many
organizations that operate without a sustainable and ethical vision (Monciardini et al., 2021).
Furthermore, the high degree of orientation towards sustainable practices by Andriani is
underlined by overcoming the theoretical barriers related to the status of SME and family
firms (Bartolacci et al., 2020; Venturelli et al., 2021).
Since 2009, the founders started to discuss with external experts to avoid the cultural and
technical barriers to sustainable transformation. The reason behind this choice is represented
by the opportunity to develop new knowledge on sustainable practices through continuous
engagement with practitioners, universities and organizations. Also, this strategy favoured
the development of conjoint research projects that have in turn furthered the development of
internal and external benefits for the parties involved. In this sense, the launch of research
projects allowed both Andriani and partners to enhance their knowledge on sustainable
practices through the exchange of data, resources and competencies.
The choice to become a strategic partner of the Pollenzo University of Gastronomic
Sciences (UNIGS), an international academic institution in food innovation, represents an
example of this collaborative approach. Building on the “Four Lens of Innovation” model, the
Ho.Re.Ca project developed under the supervision of UNIGS has adopted this philosophy as it
involved unconventional professional profiles such as food technologists, researchers,
gastronomes and communication specialists. The first achievement of the project is
represented by multi-disciplinarity: a simple product development activity has acquired a
much broader scientific and humanistic scope, not only able to express products that are
“good to eat” but also supported by a 3608 background vision about food models.
The aforementioned project is only the beginning of a mutual cultural growth path that
increasingly engages the academic world and the production by sharing objectives, means
and skills. As one can easily guess, this path also includes barriers related to language and the
framing of specific objectives, given the different nature of the partners involved; at the same
BFJ time, however, these barriers had the effect of adding lymph to the desire to keep on a
124,6 common path aimed at continuous improvement. In 2021, indeed, Andriani and UNIGS
decided to renew their strategic partnership, and a further project, even more, challenging
than the first one, was launched: the development of a handbook about advanced principles of
sustainability in the agricultural sector. The project aims to produce an accompanying tool
for operators in the sector towards achieving ever-higher food sustainability standards, in
line with the EU objectives of the new Common Agricultural Policy (CAP) and the Green
1902 New Deal.
The CSR team represents another key factor in the sustainability innovation process. The
need to organize a corporate social responsibility (CSR) team was driven by the opportunity
to involve experts with different backgrounds in decision-making processes. In this sense,
Andriani chose to operate through a multi-disciplinary team is related to the opportunity to
adopt a holistic approach based on the evaluation of the contribution made to the society. The
team is growing in three years moving from two units in 2018 to five units in 2020. Today, it is
composed of CSR manager, sustainability coordinator, food trust and communication,
diversity and gender, sustainable supply chains.
The development of innovative and collaborative projects with external institutions such
as universities, NGOs and local communities underlined the need for specific expertise to
evaluate the impacts related to Andriani’s investments.
The CSR team is necessary to guarantee the execution and achievement of the
sustainability plan, implemented in 2018. The sustainability plan is broken down into five
intervention areas, 11 SDGs, 19 fields and 60 specific activities (Figure 2). The aim of this
innovation was represented by the opportunity to enhance Andriani’s sustainability in terms
of B-Impact, which represents the main tool used to evaluate the contribution provided by a
benefit corporation to society.

4.2 Industry-level open innovation

Integrating sustainable principles within the food industry represents one of the main
challenges for Andriani. As evidenced in the previous sections, sustainable behaviours are
not adequately diffused due to the lack of innovation and transparency that characterized the
food industry. This criticism is particularly relevant for food organizations interested in
integrating sustainability within the entire value chain. Thus, Andriani launched several
projects with suppliers and clients to achieve shared benefits. In particular, the two main
initiatives developed to contribute to sustainable development through OIs are represented
by the participation in the SEDEX’s project and the collaboration with Nativa Societa Benefit.
Firstly, the SEDEX’s project consists of the inclusion of Andriani to an ethical digital
platform based on the exchange of sustainable data between participants. The participation
in the project favoured the development of strategic initiatives based on the mitigation of the
supply chains’ impacts. Furthermore, to develop an entrepreneurial ecosystem based on trust
and reciprocity, the company requires suppliers to adopt SEDEX on a mandatory basis. In
this sense, on a hand, potential clients interested to integrate Andriani within their supply
chains can evaluate the organizations through sustainable and ethical indicators. On the
other hand, Andriani can select its suppliers by including sustainable and ethical parameters.
Also, data collection about sustainable and ethical practices facilitated the disclosure of non-
financial information.
The second initiative to innovate the food industry through an approach based on OI
consists of the projects conducted by Andriani with Nativa Societa Benefit, a purpose-driven
design and innovation company. In 2020, Andriani evolved from a traditional organization
towards a benefit corporation, which represents an innovative business model based on
adopting sustainable and transparent principles within the organization. After this juridical
change, Andriani started to discuss with Nativa to identify possible innovations related to the
 Sustainable
open
innovation
framework

1903

Figure 2.
Andriani’s sustainable
strategic plan. Source:
Andriani Sustainable
Development Report
2019 (p. 27)

opportunity to identify suppliers through an algorithm based on the benefit impact

assessment’s requirements. Building on a coevolutionary collaboration between Andriani
and suppliers, the project aims to ensure that suppliers’ practices respect the company’s
founding values and contribute to spreading a positive impact on people and the
environment, laying the foundations for a regenerative supply chain. In detail, the project
will favour the evaluation of the suppliers’ impacts through the analysis of specific items such
as the existence of a code of conduct, the existence of operational guidelines, stakeholder
BFJ mapping, the presence of a compliance strategy and the development of a common
124,6 evolutionary path. Thus, the cooperation between Andriani and Nativa favoured the
identification of an impact assessment based on the integration of sustainable practices
within the traditional decision-making criteria such as costs, quality and services. In this
sense, Andriani will encourage and support suppliers to revise their business models to
achieve the external benefits related to their inclusions within an entrepreneurial ecosystem
characterized by ethical and sustainable principles (Pizzi et al., 2021a, b, 2022). In addition, the
1904 assessment made by Nativa has supported the identification of suppliers through a final
classification based on five different merit classes, and it could foster the implementation of a
supply chain SDGs evaluation scanner.

4.3 Community-level open innovation

Since 2018, Andriani actively contributes to the 2030 Agenda. As evidenced by the
non-financial reports, the founders tried to contribute to the SDGs by identifying a clear
connection between their initiatives and the 17 SDGs identified by the United Nations. In
detail, building on an ex ante open discussion with internal and external stakeholders,
Andriani identified a set of material themes to connect strategic plans with a set of goals not
directly related to the organization’s core business. Furthermore, Andriani is a founding
member of the UN Global Compact Italy, representing the Italian branch of the leading
organization UN Global Compact. In this sense, the continuous engagement with
stakeholders about the SDGs and the involvement in the initiatives developed by UN
Global Compact Italy favoured the development of conjoint projects not directly related to
core business.
Regarding the specific activities developed to move from a “business as usual approach”
to a sustainable approach, Andriani launched a project in Ethiopia. Building on the main idea
to combine OI and sustainable development, the group launched the project Ethiopian
Sustainable Farming and Agriculture Initiative (ESFAI). The project consists of the
integration of new innovative crops within Andriani’s supply chain. The company chose to
integrate the Teff, which represents a multi-purpose crop that has high importance for the
Ethiopian diet and culture. The investments made by Andriani in Ethiopia will support the
development of the rural area through the involvement of Italian and Ethiopian research
groups. Furthermore, the involvement of Ethiopian citizens within the process will facilitate
the knowledge transfer between Andriani and local communities, representing critical actors
during the processes related to Foreign Direct Investments (Mutonyi et al., 2018).

5. Discussion: developing the 4SOI (for sustainable open innovation) framework

Actively contributing to the SDGs represents one of the main challenges for worldwide
organizations (Bebbington and Unerman, 2020; Sachs et al., 2019). However, the
implementation of sustainable practices is influenced by barriers related to several factors
such as the sector of origin and firms’ size. Those barriers are higher for sectors characterized
by a lack of orientation towards unconventional themes such as sustainability and
technological innovation. An increasing number of scholars started to identify potential
enablers to support organizations’ sustainable transition. In particular, a part of the literature
underlines the opportunities related to OI, representing enablers for developing new
knowledge through the exchange of information between parties (Gibson et al., 2019;
McGahan et al., 2021).
The insights collected through the case show that SOI represents a multidimensional
concept based on the integration between stakeholder engagement and sustainable and
ethical principles, with direct impacts on sustainable development and sustainable
competitive advantage. The four dimensions are interlinked due to the need to consider all the Sustainable
implications related to the adoption of sustainable practices in operations, industries and open
communities. In this sense, transforming business models cannot be achieved without a clear
comprehension of the main implications related to the adoption of behaviours different from a
innovation
“business as usual” approach (Scheyvens et al., 2016). In particular, the choice made by the framework
firm to actively contribute to global challenges not directly related to its core business
underlined the central role covered by ownership and governance, which represent the main
enablers for an effective sustainable transformation. 1905
Furthermore, the qualitative analysis underlined the evolutionary pathway of the
company over the years. As evidenced in prior studies about sustainable business models,
evolving from a linear towards sustainable business models requires a coevolutionary
approach based on long-term horizons (Schaltegger et al., 2016a, b). This evidence was also
confirmed by Andriani’s experience. After a first stage characterized by initiatives developed
to enhance operations’ sustainability, the company started developing cooperative projects to
enhance the sustainable transition of the food industry. Furthermore, the high attention paid
by institutions facilitated the launch of initiatives at the international level. In this sense, the
group’s SOI followed the theoretical paradigm proposed by Randhawa et al. (2016). The first
decade of the company was characterized by a progressive transition from an OI approach
based on the need to improve operations towards an approach based on the opportunity to
contribute to the sustainable innovation of the sector. Finally, at the last stage, the company
started to adopt an OI approach characterized by the need to contribute at a worldwide level
through its activities. Thus, OI represented for Andriani an enabler for sustainable transition,
even if in presence of physiological barriers related to the implementation of unconventional
practices. The case also highlighted the signalling effects related to the implementation of
sustainable practices characterized by coordinating activities between organizations and
stakeholders (Bogers et al., 2020). In fact, the coevolutionary approach that has characterized
SOI activities made by Andriani underlined the existence of a direct relationship between
“early win”, stakeholder engagement and contributions to the SDGs.
The central role covered by the long-term vision is underlined by the existence of many
tools used to engage with stakeholders, one of the main enablers for effective OI. Despite the
absence of legal requirements, the firm implemented several communication tools to move
from an approach based on the evaluation of the relationship between input and output
towards a multi-dimensional approach based on the interrelationships between input, output
and outcomes (Bebbington and Unerman, 2020). In this sense, the transparent approach used
by the organizations to communicate their long-term vision was driven by the need to signal
their central role within society (Schoeneborn et al., 2020). Thus, the choice to transform
Andriani into a benefit corporation represents the last step of evolutionary pathways inspired
by the opportunity to create value for the entire society, as evidenced by the voluntary
assessment made by the company to evaluate its contribution to the SDGs.
Finally, the strategic role covered by sustainability was also confirmed by the combination
between the sustainable strategic plan and the industrial plan developed by Andriani.
Integrating sustainable themes in industrial plans represents an unconventional strategy used
by the governance to certify their sustainable vision. Stakeholders played a relevant role by
actively contributing to the definition of the strategic plans through their involvement in the
materiality analysis. In this sense, non-financial reporting represented for Andriani a strategic
practice used to identify the material themes to integrate within its evolutionary pathways.
Many sustainable innovations developed during the past years were driven by the exchange of
information between the company and its internal and external stakeholders. Furthermore,
Andriani revised their communication strategies to move from static and non-financial
materiality towards a dynamic and double materiality inspired by the opportunity to integrate
financial and non-financial indicators under a common umbrella (Figure 3).
BFJ
124,6

1906

Figure 3.
4SOI framework

6. Conclusions
Evolving from linear towards sustainable and, possibly, circular business models is one of the
main challenges for firms nowadays (Pizzi et al., 2021a, b, 2022; Sachs et al., 2019). This
evidence is particularly relevant in the food industry, which is considered by academics and
policymakers among the main strategic drivers for the achievement of the 17 SDGs proposed
in the 2030 Agenda (Bogers et al., 2020; UN Global Compact and KPMG, 2020). However, in
the business sector, the achievement of those targets is negatively influenced by the existence
of cultural, technical and dimensional barriers. Thus, management scholars are called to
identify managerial practices to fill those gaps (Pizzi et al., 2020).
The paper discussed some lessons learnt to guide future research, practice and policy.
Firstly, the case follows recent studies about how OI can effectively drive strategic renewal
and innovation activities to address a stated sustainability objective (Bogers et al., 2020).
Moreover, this case study may provide practitioners, policymakers, researchers and students
with inspiration about how OI may be deployed to support a holistic strategic renewal aimed
at sustainability objectives, such as the SDGs, in the food industry. Finally, the paper
contributes to expanding our understanding of OI and to future research on the interlinkages
of OI, sustainable strategy and sustainable business models (Scuotto et al., 2017;
Vanhaverbeke et al., 2017).
In particular, this study extends the scientific debate through new insights on the food
industry, a standalone topic within the theoretical debate on SOI (Bogers et al., 2020;
McGahan et al., 2021). The case study confirms the enabling role covered by OI, which
represents an effective strategy to avoid some of the main barriers that negatively affected
the integration of sustainable practices by food organizations (Fiore et al., 2020; Pohlmann
et al., 2020). The direct involvement of Andriani’s stakeholders in decision-making activities
supported the development of new innovative practices that have impacted the business
model. Furthermore, the analysis reveals the central role covered by the existence of a long-
term vision by managers and owners. The analysis showed that Andriani constantly revised
its business model through the adoption of a coevolutionary approach based on continuous
engagement with internal and external stakeholders.
Regarding the evolutionary approach, the analysis also shows that over the years the
company moved from a firm-level strategy towards a community-level approach through
SOI, which represents an activity rarely adopted by managers due to the absence of direct
interlinkages with firms’ core business (Randhawa et al., 2016). In this sense, the case study
underlined the need for academics and policymakers to evaluate sustainable practices
through a dynamic lens to collect useful insights about sustainable evolutionary pathways in Sustainable
controversial sectors such as the food industry. open
The managerial implications are several, as evidenced by the 4SOI, which represents a
multidimensional framework based on the integration of different theoretical dimensions. In
innovation
detail, the analysis underlined the opportunity for managers and owners to integrate within framework
their business models sustainable and ethical principles to enhance their competitive
advantages through positive impacts on societies. The evolutionary pathway of Andriani
was characterized by the combination of financial and sustainable growth. Combining 1907
financial and non-financial dynamics within a common operational paradigm represented a
key factor to enhance competitive advantage over the years. Furthermore, the case
underlined the existence of direct benefits for entrepreneurs related to the opportunity to
engage with strategic partners to enhance sustainable practices. Engaging with strategic
partners with different backgrounds represents one of the main cultural barriers for an
effective SOI. However, as evidenced by the continuous engagement between Andriani and
unconventional partners such as academics and practitioners, those processes can foster the
sustainable transition due to the knowledge exchange between stakeholders with different
expertise.
The policy-making implications are represented by the need to build an institutional
context inspired by sustainable and ethical principles. The results of the research confirm the
high degree of dependency between firms’ strategies and managerial approaches. Thus,
policymakers should identify new strategies to encourage a wider number of organizations to
rethink their business models according to the SOI paradigms.
This study has several limitations. The first and main research limitation consists in the
use of a single case study as a methodological approach, which allowed for in-depth analysis
but may raise concerns of generalization. Thus, future research could fill this knowledge gap
either through the adoption of quantitative methods to evaluate the main determinants that
impact the relationship between OI and corporate social responsibility or by replicating
multiple case studies to develop additional fine-grained insights. Another limitation lies in the
contextual element of the case study, which may be influenced by cultural determinants
pertinent to Italy and its southern regions. Future research could corroborate our results by
selecting different contexts and regions.

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Andrea Caputo can be contacted at: [email protected]

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