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This study investigates the topic of innovation strategies based on tradition in the wake of sustainability, in the agritourism sector, as derived from the phenomenon of multifunctionality in agriculture. The results reveal that the tangible and intangible resources that originate from tradition are drivers for innovation. The research highlights how tradition, as grounded on diverse foundations, is able to generate novel products and services stemming from an innovative arrangement of past events, particularly the identity of a place, which brings out its authenticity and makes it even more attractive. In this paper, we delve into the multifaceted outcomes that tangible and intangible traditions have on the innovation and distinctive standing of this rising accommodation offer with regard to post-productivism agriculture, and how this is accomplished while also looking for sustainability. The sourced dataset is based on a qualitative investigation of 10 cases in the Salento area of Puglia, a region of southern Italy. Tradition-grounded strategies proved to have several viable routes leading to innovation and bear positive impacts on the territory and the creation of value, yielding significant results both for scholars and practitioners.

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Purpose This paper aims to contribute to the understanding of novelty emergence in the context of an “off-line” open innovation system. Several contributions address novelty generation implying open innovation that is typically mediated by IT systems, while fewer address open innovation that takes place off-line, through new forms of collaboration happening in the so-called “physical spaces” and in widespread creativity contexts involving whole cities and territories. This research aims to clarify what the critical elements for novelty generation are, and how and why they interact in producing novelty. Design/methodology/approach This paper presents the case study of the Blackshape, a high-tech start-up that has become the Italian symbol of a new bottom-up economy that is grounded on high-education, a mix of territorial competencies and young initiative, and produces the development or growth of territories experiencing present or foreseen economic retardation for various reasons. This is a case in which novelty is emergent and takes place through exaptation. The case is used to elaborate an inductive understanding of the process of novelty generation through exaptation and follows a “conceptual composition” format (Berends and Deken, 2019). Findings This paper shows that initiatives building widespread creativity on the territory play a prominent role for emergent novelty generation, as they provide the context that sustains the efforts to keep on trying of entrepreneurs, welcomes unforeseen interaction and keeps interesting people on the territory that can be involved in random encounters. This paper adds that crucial contributions for the definition of the innovative project come from contributors that are expected to provide suggestions in other areas. Such prominent contributors are engaged in a sense “by mistake”, and here the randomness perceived by the actors experiencing it, because they are perceived to be able to provide some contributions, while they provide others that are more important to the project. This paper argues that such “perceived randomness” sustains a mechanism of selection of novelty generation partners that allows to go beyond the ability of actors themselves to design and foresee other actors’ contribution into the project. Finally, two other elements play a role: how the project is narrated, as well as, how the entrepreneurial team communicates their entrepreneurial competence for the project. Research limitations/implications This theoretical understanding builds on only one case study; further research might validate the critical role of our understanding of novelty generation elements and help develop their dynamics further. Practical implications Many elements in our understanding of novelty generation have typically been understood as resulting from luck and randomness, leaving, therefore, very little hope to actors’ interest in supporting them. This paper claims that such elements and such dynamics can be sustained and novelty generation can indirectly be supported, for instance, by suggesting a high openness and sharing of one’s own project even to accidentally encountered actors, as one’s own ability to foresee how they might contribute to the project is very poor. Originality/value This paper provides a tentative understanding of the elements and dynamics of novelty generation through exaptation building on theoretical elaboration that is inductively triggered and stimulated by empirical evidence.