Purpose – The purpose of this paper is to provide a better understanding of what Open Innovation means within university context. Focus is also put on the role universities believe they should play in Open Innovation, as well as the changes that might have arisen as a consequence of universities’ greater awareness of this concept. Design/methodology/approach – The research methodology used is an exploratory study based on in-depth semi-structured interviews of Pro-Vice-Chancellors (or equivalent level) of a variety of British universities. The study was designed around five main research themes: discourse, change, strategy, management, Open Innovation success. Findings – In addition to the traditional teaching, research and knowledge transfer roles of university, this study has uncovered a new role of universities: trusted intermediary (or “Open Innovation Hub”). Another key finding of this study is that it highlights the diversity that prevails in the UK with regard to Open Innovation. Research limitations/implications – The number of the interviews conducted for this study is probably not large enough to allow a solid generalisation. Data saturation, however, was achieved in this study. The insight provided by this study is particularly significant as interviewees were amongst the highest-ranking executives in their respective universities. Hence the views reported in this study are what “drives” Open Innovation policies in the universities that participated in this study. Practical implications – This new role of a trusted intermediary played by universities is very likely to change the existing Open Innovation landscape and re-shape policies. Social implications – The changing role of universities within Open Innovation context may potentially change the respective role of other stakeholders in the Open Innovation ecosystem. Originality/value – This is the first study aimed at investigating how British universities understand Open Innovation and what opportunities and challenges they associate with this process.
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