Open innovation has become one of the hottest topics in innovation management. This article intends to
explore the limits in our understanding of the open innovation concept. In doing so, I address the
questions of what (the content of open innovation), when (the context dependency) and how
(the process). Open innovation is a rich concept, that can be implemented in many different ways.
The context dependency of open innovation is one of the least understood topics; more research is needed
on the internal and external environment characteristics affecting performance. The open innovation
process relates to both the transition towards open innovation, and the various open innovation practices