Reset the game : When the purpose of innovation is social value creation instead of maximizing profits

Abstract

In Responsible Research and Innovation (RRI), innovation is seen as a way in which humankind finds solutions for societal issues. However, studies on commercial innovation show that firms respond in a different manner and at a different speed to the same societal issue. This study investigates what role of organizational motives play in product innovation processes of firms when aiming for socially responsible outcomes. Through a multiple-case study we investigate the motives of food firms for healthier product innovation by interviewing firms about the organizational motives behind product reformulation and innovation. The results of the study highlight the importance of having both instrumental and moral motives in the innovation process when aiming socially responsible outcomes, and how both these motives interact and contribute to responsible innovation in industry. Furthermore, the study results question the nature of relational motives as a separate category from the other two categories of motives, as suggested by CSR scholars. In conclusion, if commercial innovation needs to contribute to solutions for societal issues, the importance of moral motives has to be stressed without annihilating the instrumental objectives of firms. Both motives contribute to the success factors of responsible product innovation in industry.