Titre :

Creative contests: knowledge generation and underlying learning dynamics for idea generation

Auteur(s) :

Salwa, Hanine [Auteur]
Groupe de Recherche en Droit, Economie et Gestion [GREDEG]
Steils, Nadia [Auteur]

Titre de la revue :

Journal of Marketing Management

Éditeur :

Westburn Publishers

Date de publication :

2016-11-14

ISSN :

0267-257X

Mot(s)-clé(s) en anglais :

Learning
crowdsourcing
innovation contests
skill diversity
idea generation

Discipline(s) HAL :

Sciences de l'Homme et Société/Gestion et management

Résumé en anglais : [en]

Due 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 ...
Lire la suite >Due 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.Lire moins >

Langue :

Anglais

Vulgarisation :

Non

Collections :

• Lille Économie Management (LEM) - UMR 9221

Source :

Harvested from HAL