Fostering sustainability in university entrepreneurial ecosystem through co-creation tools in living labs

Purpose This study aims to identify the operand and operant resources that influence the adoption of sustainable business practices among university entrepreneurs within the framework of service-dominant (S-D) logic. Design/methodology/approach A qualitative case study was conducted through six Living Lab sessions at a Mexican public university, engaging 88 ecosystem actors, including university ventures, faculty, administrators, NGOs, investors, industry experts, government representatives and customers. Sessions followed five phases: challenge identification, ideation, proposition development, validation and feedback, using tailored co-creation tools. Data sources, including tool templates, observation notes and transcripts, were triangulated and analyzed through thematic, content and pattern analysis using an abductive approach. Findings The study identifies critical operand and operant resources shaping the adoption of sustainable practices in a developing economy. Cross-phase synthesis reveals four enabling dimensions: sustainability networks, government support and public policies, technological integration and strategic communication of sustainable value, which collectively embed sustainability-oriented competitiveness within the university entrepreneurial ecosystem. Research limitations/implications The study is limited to a single university entrepreneurial ecosystem, which may restrict the generalizability of findings. Future research could explore different contexts or conduct cross-regional comparisons to gain a deeper understanding of the phenomenon. Practical implications The proposed integrated framework of key operand and operant resources for sustainable entrepreneurship provides actionable insights for policymakers, educators and entrepreneurs seeking to strengthen sustainability-driven practices. Originality/value By articulating a dynamic resource-based framework, this study operationalizes specific fundamental axioms of S-D logic within a sustainability-oriented university entrepreneurial ecosystem, advancing theoretical understanding while offering practical guidance for sustainable entrepreneurship.