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It is highlighted severally that the slow progress of Malaysia third economy transformation is caused by poor collaborations of the innovation ecosystem among education, government, and industry sectors. Without understanding the motivation factors of Malaysia academic citizens towards open innovations, the overall speed of the new economic transformation program will not be accelerated. This working paper, hence has two main objectives; (1) to determine motivation factors that will exert academic citizens’ efforts to participate in open innovation; and (2) to test whether promotion opportunity become a moderator of their motivation towards open innovation. To achieve these objectives, this study proposes a new model of Personal-Environmental Factors which accumulated and developed from comprehensive reviews on motivation theories and empirical findings. The model will be furthered by a quantitative web-based survey method to reach all academic citizens from twenty public universities in Malaysia. It is expected that findings from this study will provide the universities involve as well as the Ministry of Education some key motivation factors which then can be used as a future promotion criteria to motivate academic citizens to collaborate in open innovation actively .

This empirical paper has examined the motivational factors subtracted from Herzberg’s Two-Factors Theory towards Citizenship Performance for employees categorized into Generation X and Generation Y. A sample of 124 respondents from two market leading electric and electronic manufacturing companies in Malaysia was invited into this research. Seven Motivation and Hygiene Factors that adduced in this research are Achievement, Recognition, Work Itself, Promotion, Company Policy and Administration, Pay and Benefit, and Work Condition; while Citizenship Performance is measured by 15 items scale of Organization Citizenship Behaviour that combine all causations as one unit of variable. Findings of this study have presented the directions of motivational factors towards Citizenship Performance for Generation X and Generation Y. Key Words – Generation X, Generation Y, Intrinsic Factors, Extrinsic Factors, Citizenship Performance Introduction In today’s organizations’ competitive conditions where Innovations and Research and Development are the strongest jetton for global rivalry, measurements for employees’ values towards organizations that focus only on their task performance are becoming less and less irrelevant for organization successes. Even though employees score flying colours on their