Co-creation Innovation Model for Masters Programs in the Universities

The purpose of this study is to offer a model that facilitates innovation for postgraduate institutions as they develop masters under the concept of co-creation innovation and its necessary proactive market orientation. First, we provide a comprehensive literature review related to “universities” and “innovation for higher education institutions” and the “co-creation innovation” paradigm. Second, we use the Delphi technique to further validate the analysis of literature and develop a model that facilitates innovation for postgraduate institutions for their postgraduate programs, under the concept of co-creation which integrates the different stakeholders which participate in this process, university staff and teachers, adult students, and employers. Finally, we highlight that such a model has the ability to provide different ways to facilitate the innovation process in a coherent way and help universities to find a differentiation strategy and to be much more adapted to the needs of companies and adult students. Through a comprehensive literature review of the concepts of proactive market orientation for educational innovation and co-creation innovation, we have created a framework for improving the innovation among those institutions for this particular segment of postgraduate students. This tool has the potential to facilitate the interaction among customers, companies, universities, and all stakeholders under the co-creating innovation paradigm.