Project Management and Project Marketing

Dr. Yassir Joti
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Project Marketing and Innovation in Open Source Projects

Episodes

  1. Jul 25

    Marketing the project, making the innovation: A PLS-SEM study in open-source communities

    https://doi.org/10.1016/j.ijis.2026.100210 Abstract In the digital era marked by accelerated technological disruption, open collaboration has become a strategic imperative for innovation and provides an important background for how projects are organized and governed. This paper investigates how project marketing, through an open value co-creation strategy, can support open innovation within open-source ecosystems. Drawing on stakeholder theory, service-dominant logic, and knowledge creation model, the study argues that project marketing fosters open innovation by orchestrating heterogeneous actors, facilitating knowledge flows, and aligning innovation efforts with project success. Empirically, the paper employs a quantitative research design using partial least squares structural equation modeling (PLS-SEM). The paper’s novelty lies in empirically assessing the role of project marketing as an intermediary that links an open value co-creation strategy, stakeholder engagement, and staged knowledge creation—before the project and during the project—to open-source project success rather than presenting another study of open-source communities or modeling these elements as isolated predictors. Data from 62 respondents with project-management or project-leadership experience in open-source projects (OSPs) show that project marketing significantly strengthens stakeholder engagement and pre-project knowledge assets, which in turn support in-project knowledge creation, with knowledge creation subsequently contributing to project success. The open value co-creation strategy supports success through engagement and knowledge-based intermediaries, demonstrating that project marketing functions not only as a communication activity but also as an orchestration capability that supports durable open innovation outcomes in OSPs. The findings extend project-marketing theory by situating it within the broader discourse of digital open innovation and open collaboration. Practically, the study offers guidance to managers seeking to design inclusive innovation ecosystems that use marketing as a coordinating force among technical, organizational, and community actors.

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Project Marketing and Innovation in Open Source Projects

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