Currently, the interaction of the consumer and the retail market on the basis of the digital technologies could be described from the point of view of open innovation concept. The article aims to prove the advantages of mixing two separate formats of the interaction between the seller and the...

While firms increasingly adopt open innovation, little is known about whether firms gain or lose from this innovation approach. Motivated by this research gap in the literature, the thesis explores the antecedents and performance implications of open innovation strategies, particularly...