Value tensions and actionable knowledge in grassroots innovation: a study of invitational ambiguity and implementation challenges

Purpose This research paper explores how grassroots innovation initiatives address and resolve the challenges of translating broad and inviting values such as sustainability, inclusiveness and aesthetics into practical and actionable structures. This study examines the tensions and difficulties projects face in operationalizing these values, revealing the gap between idealistic goals and real-world implementation. Moreover, this paper analyzes how role expectations and the concept of invitation ambiguity affect top down and bottom up approaches, offering insights for improving mechanisms to support grassroots innovations. Design/methodology/approach This study uses an exploratory qualitative methodology with an embedded case study design, focusing on the New European Bauhaus (NEB) and its award-winning projects. Data were collected through online self-assessment surveys, secondary data analysis, and semi-structured interviews with project owners and NEB Unit representatives. Findings The findings reveal significant challenges in translating broad and inviting values (sustainability, inclusion and aesthetics) into actionable outcomes for grassroots projects. Key issues include the need for clearer role definitions, tailored support, and adaptability. Conflicts between those values and a mismatch between expectations about stakeholders’ contributions highlight the need for designing more flexible and robust frameworks and robust frameworks. Originality/value This research explores the effects of invitational ambiguity within grassroots innovation, revealing how broad values ‐ like sustainability, inclusion and aesthetics ‐ are operationalized in real-world settings. By applying collective action theoretical frameworks to the unique case study of NEB projects, this study provides fresh insights into the dynamics between top-down European policies and bottom-up grassroots practices.