MASTERCLASS Managing knowledge flows in inside-in open innovation WHEN MORE BECOMES NOISE with Prof. Zohor KETTANI


Event time

06/05/2026 12:00PM - 01:00PM CEST

Event location

Available online

Event information


Have you ever participated in an innovation workshop where great ideas emerged, but nothing meaningful happened afterward? Have you experienced collaborative initiatives where knowledge remained fragmented across teams, insights were lost after meetings, or stakeholders struggled to maintain continuity throughout the innovation process?


Behind these challenges lies one of the most overlooked dimensions of Open Innovation (OI): knowledge flows. Focusing on the “inside-in” perspective of OI, this masterclass examines the operational and organizational challenges that often limit the effectiveness of innovation initiatives, including siloed collaboration, weak knowledge transfer, and fragmented insights. 


Through practical frameworks, facilitation approaches, and real operational examples, participants will discover methods to orchestrate knowledge before, during, and after OI initiatives. This masterclass is, therefore, designed for innovation managers, researchers, facilitators, and organizational decision-makers seeking to transform OI initiatives into sustainable knowledge-driven practices that accelerate product and service innovation, strengthen collaboration, and support organizational learning.

Agenda:

  • Understanding open innovation.
  • Navigating knowledge dynamics challenges in inside-in open innovation. 
  • Orchestrating knowledge across open innovation initiatives.
  • Key takeaways.


About the teacher:

Dr. Zohor Kettani is a Research Associate in Strategy at Africa Business School, Mohammed VI Polytechnic University (UM6P). Her scholarly work bridges academic and applied research, with interests spanning strategizing, knowledge dynamics, open strategy, and leadership. In addition to authoring a book on competitive intelligence in small and medium-sized enterprises, she has contributed to several peer-reviewed publications and international research collaborations. Her work has been presented at major international conferences, including EURAM, AIMS, AFAM, AIB MENA, and IEEE ICTMOD. In 2024, she received the Best Paper Award from the Africa Academy of Management in recognition of her contributions to the field. An active member of the European Academy of Management (EURAM), Dr. Kettani currently chairs the “Strategic Processes and Practices” track. Since 2019, she has also been a dedicated university lecturer. Her teaching philosophy centers on inclusivity and engagement, fostering active participation, critical thinking, and collaborative learning. She is deeply committed to nurturing intellectual curiosity and inspiring a lifelong passion for learning among her students.



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