Why Do Experts Contribute in Cross‐Industry Innovation? A Structural Model of Motivational Factors, Intention and Behavior

This empirical study combines distinct research streams related to personal motivation and open innovation theory to derive motivational factors for individual participation in cross‐industry innovation. We revisited the theory of planned behavior and, based on this, hypothesized that three predictors of behavioral intention, namely attitude, subjective norm, and perceived behavioral control, affect experts' participation in and contribution to cross‐industry innovation. We applied an integrated qualitative‐quantitative research design and collected qualitative data through a series of face‐to‐face cross‐industry innovation workshops arranged by a company in the chemical industry. This research design enabled us to build a structural model and statistically and hermeneutically test our research construct. The results exhibited that both attitude and perceived behavioral control have a positive influence on external experts' behavioral intention to participate in cross‐industry innovation. In addition, the results revealed the mediating role of behavioral intention between predictors and actual contribution in cross‐industry innovation. Managers who want to initiate cross‐industry innovation within their firms can gain valuable insights regarding which aspects of external experts to investigate when acquiring them for such activities