Title :

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

Author(s) :

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

Journal title :

Journal of Marketing Management

Publisher :

Westburn Publishers

Publication date :

2016-11-14

ISSN :

0267-257X

English keyword(s) :

Learning
crowdsourcing
innovation contests
skill diversity
idea generation

HAL domain(s) :

Sciences de l'Homme et Société/Gestion et management

English abstract : [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 ...
Show more >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.Show less >

Language :

Anglais

Peer reviewed article :

Oui

Audience :

Internationale

Popular science :

Non

Collections :

• Lille Économie Management (LEM) - UMR 9221

Source :

Harvested from HAL