Attentiontotechnologicalinnovationisfocusedonthebeliefthataestheticinnovationcanbeeitherfacilitatedorinhibitedwithinthisopeninnovationsettingwherelimitedprotectionanddynamicknowledgeflowsoccurringacrossorganizations.TheclothingindustryinItalywaschosenasatargetcontext,becausemanyinnovativepioneeringmediumsizedenterprises(MSEs)wereoperatingintheindustryandwedecidedtoadoptaresearchmethodologybasedontheuseofaqualitativeanalysisofbusinesscases.ThedatawerecollectedinthreeregionsofItaly:EmiliaRomagna,Marche,Umbriavisitinginvestigatedcompaniesoversixyears(2010-2017).Fromapartofthenecessityofdeeporganizationalengagementwithintegratedstakeholders,theresultsimplythatfirmschooseamultiplestakeholdersintegrationstrategywithparticularattentiontosupplysiderelationshipsinthesensethattheyvaryintheiropennesstowardsup-streamsupplychain.
