Fluid networks and open eco-innovation in traditional sectors: shared territorial governance in the inter-festival period

Business innovation is fundamental to the processes of wealth creation and social well-being. However, firm-centric frameworks often overlook broader socio-cultural outcomes. This article explores the paradigm of territorial innovation, examining how temporary cultural events can act as catalysts for continuous, non-technological innovation in traditional sectors. Adopting an exploratory qualitative action research design, we analyse and actively mediate the shared governance model built between a municipality, a higher education institution, and two century-old family wineries in Portugal. Through an iterative cycle of collaborative planning, action, and critical reflection, the study unpacks the fluid, non-commercial networks and institutional serendipity that enabled these heterogeneous actors to co-create a novel wine narrative to promote the quadrennial Festa dos Tabuleiros during its inter-festival period. The findings offer preliminary evidence that by decoupling from strict profit-maximisation motives, cross-regional collaborations can leverage local embeddedness and open eco-innovation to foster territorial consistency.