This research proposes a gamified approach to creating a culture for sustainable-oriented innovation. Specifically, we use action research to explore the mechanisms through which business decision-makers (such as entrepreneurs, executives and managers) reflect on their practices and obstacles to innovation, and then we use gamification to stimulate the involvement and creativity of managers. The main contribution of this paper is the design of a one-day gamified workshop in which participants collaborate first to identify common values and then to drive the co-creation of sustainable innovations. The workshop has been applied with managers of a real company to evaluate its playability and to validate its effectiveness in creating a culture for sustainable innovation.
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