Eliciting stakeholder values for strategic and values-based innovation management

Advanced values work is required to manage innovation and strategy, but available methods fall short to adequately and efficiently elicit stakeholder values. Ethnographic approaches are suited to explore organisational culture and stakeholder values, but they require substantial time, skill and effort, and have not been widely adopted. We build on lessons learned from their application in a European project dedicated to ‘Building values based innovation cultures for sustainable business impact’. The toolbox of methods for rapid inquiry of stakeholder values includes field interview techniques that engage respondents in interactive exercises and staged activities rather than participatory observation of natural work-related practices. Analysis of empirical findings through storytelling, pattern recognition and synthesis from multiple perspectives allows to mainstream an efficient elaboration of values and actionable insights for innovation and strategic management.


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