Ready to Win? Generating High-Quality Leads Through Online Sweepstakes and Contests

Schulten, Matthias; Rauch, Michaela

doi:10.1080/10696679.2015.980172

Cited by 5 publications

(1 citation statement)

References 46 publications

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“…Companies interested in proposing contests to obtain innovative ideas from consumers should opt for competitions that include the evaluation by external actors and the presence of well-defined deadlines, which are able to represent a time constraint for the participants. Luck-based contests can be valid alternatives for other purposes, such as the generation of leads (Schulten & Rauch, 2015), but they can be less optimal solutions when the goal of the company is to obtain new creative ideas. From the consumers' viewpoints, the active participation in product customization activities, such as the possibility of actively contributing to the creation of new product ideas through open innovation contests, could be seen as an opening by the company to establish trust-based relationships with the consumers.…”

Section: Discussionmentioning

confidence: 99%

Co-creating Through Win and Quick: the Role of Type of Contest and Constraints on Creativity

et al. 2022

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Previous literature has highlighted that open innovation contests are important innovation tools for companies that wish to involve users in the product development process to generate creative ideas. Contests can have different characteristics, but it is not clear which formats allow companies to obtain the most creative suggestions from their customers. In this article, we hypothesize that evaluative (vs. luck-based) open innovation contests lead to the generation of more creative products, but only in presence of time constraints. In addition, we hypothesize that design variety mediates this effect. The results of an experimental study, based on a customization toolkit, provide support for our theoretical framework. Our research contributes to the literature on open innovation contests by identifying the ideal conditions to stimulate consumer creativity and offers a series of managerial implications on contest design.

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Section: Discussionmentioning

confidence: 99%