New open innovation initiatives such as accelerators, living labs, social innovation labs and open labs, involve for-profit and not-for-profit actors working closely together to co-create both business value and societal impacts. However, there is a lack of theoretical underpinning to understand how and why co-creation by actors generate different types of social value in the concurrent pursuit of business and social value. Adopting an inductive case study approach, we find that different types of entrepreneurs who co-exploit co-identified opportunities for co-creation, enables them to generate potentially competing social and business values. We develop four propositions relating to how and why profit orientation and key resource contributions of entrepreneurs co-identifying an opportunity to co-create decide the nature of social value generated. We discuss avenues for future research and practical implications, underlying the importance of developing entrepreneurialism as ways to generate different social impacts through open innovation approaches such as co-creation.