Huizingh (2010) divided the content of open innovation into three sections: classification of openness, inbound
versus outbound related open innovation activities and the aspect of open innovation effectiveness. Keupp &
Gassmann (2009) emphasized that open innovation comes from business strategy rather than industry trends and
that the requisite for open innovation has to come from inside the business environment before looking at the
external environment, and suggested that it may be characterized by ‘globalization, technology intensity, technology
fusion, new business model, and knowledge leveraging’ within an open innovation context.