International audienceDue to the heterogeneous nature of the crowd in online crowdsourcing, one key question discussed by academics and practitioners is whether participants are skilled enough to make valuable contributions. This research studies learning processes underlying idea generation in creative contests. Based on qualitative findings triangulating participants’ and brands’ perspectives, we identify six incoming and outgoing user skills which contribute to the development of valuable contributions and determine participation in future contests. Building on three types of brand instructions which emerge from the data, findings show how value is added by the collectivity and two complementary dynamics: (1) social learning and (2) learning from experience. From a managerial perspective, results provide guidance in designing successful crowdsourcing competitions by taking benefit from a multi-competent crowd
This study seeks to understand the managerial consequences of involving users in the innovation process and focuses on how to avoid contestants' negative feelings by dealing with increasingly more informed participants in crowdsourcing contests. Using a qualitative approach confronting participants' and managers' perspectives, the findings reveal a gap between how companies intend to manage their relationships with participants, what they actually do, and how this affects participants' feelings. Three sources of negative feelings emerge from the data and must be dealt with: (1) information regarding the future use of contributions and overpromising, (2) sharing intellectual property rights, and (3) prise allocation and selection criteria. As the increasing empowerment of participants requires rethinking the participant–brand relationship in online crowdsourcing, the results provide guidelines for effective relationship building in creative contests by identifying three types of needed recognition from the consumers' side, which refer to three hierarchical levels of participant valorization from the managers' side: basic, contribution and social recognition.
This chapter investigates the role of digital tools in the value co-creation process of creative contests. Based on a multidisciplinary literature and a discourse analysis of existing creative and innovation contests, the authors identify four categories of tools that affect the value co-creation process: proactive and reactive, trial-and-error, and social learning tools. A synthesizing framework presents how the integration of these tools is beneficial to the exchange of resources between the different stakeholders of creative crowdsourcing. The authors further identify practical tools (i.e., instructive and promoting, creativity supporting, collaborative, and evaluating tools), which intervene in the three phases of crowdsourcing activities (i.e., before, during, and after).
Crowdsourcing is nowadays considered as a promising tool for companies to benefit from the creativity of a crowd. Due to the heterogeneous nature of the crowd, one key question discussed by academics and practitioners is whether crowdsourcing contests can attract users who are skilled enough to make valuable contributions. In this context, this research aims to identify the dynamic learning processes underlying idea generation. Based on qualitative findings triangulating participants' and brands' perspectives through semi-structured interviews and secondary data, we identify six types of incoming and outgoing user skills. While previous research addressed four types of skills in the solution of problems, creative contests require and foster two additional types of skills that lead to more efficiency in ideation, namely, creative and social skills. Building on three types of brand instructions emerging from the data, findings show that value is added by the collectivity and two complementary dynamics generating valuable contributions and determining reparticipation in future contests: social learning and learning from experience. Our paper contributes to a better understanding of learning processes, types of skills, and brands' role in creative contests. From a managerial perspective, results provide guidance in designing crowdsourcing competitions by taking benefit from a multi-competent crowd.
Effective creative crowdsourcing has mainly been investigated based on effective idea generation and selection management, but other dimensions of effective crowdsourcing (i.e., successful implementation and communication of ideas) have gained little attention so far. While most research has focused on idea generation as an outcome, this research highlights the outcome variety of using creative crowdsourcing techniques. The results present an evaluative framework of effective crowdsourcing and identify its drivers at each stage of the crowdsourcing process. The results contribute to an extended evaluation framework of creative crowdsourcing practices.
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