Innovation is a crucial topic in the study of economics, business, technology, sociology, and engineering. The questions asked in research nowadays focus not on it why innovation is important, but how to innovate and how innovation processes can be managed. Furthermore the discussion on innovation is about how to maintain strong economic growth in an era that is increasingly being defined by the globalisation of competition, major financial and demographic challenges. Recently the economy continues to upset the market and recession tempts to cut back on the investments in research and development in the organizations. But even now in spite of crisis and its impacts on the economy seems to be the perfect time to increase firms' innovation efforts. The increasing competition processes and the development of Web 2.0 technologies (soon Web 3.0) are challenging the business to build more interactive relationship between the real-time market participants. The companies must nowadays find out how to achieve a competitive advantage for future. This paper presents the concept of Open Innovation, which can help public and private institutions achieve better performance or business success and at last win the competition with market rivals.