Crowdsourcing innovation challenges: How participants react when their ideas are rejected

IF 3.7 3区 管理学 Q2 MANAGEMENT
Cyrielle Vellera, Elodie Jouny-Rivier, Aurélie Hemonnet-Goujot
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引用次数: 0

Abstract

Although crowdsourcing challenges as tools for generating high levels of innovation have received much attention, little research has investigated the impact on participants when their submissions are rejected. This research is aimed at gaining a better understanding of the consequences of rejection for participants' relationships with the brand engaged in the crowdsourcing activity. To investigate these issues, two quantitative studies were carried out with participants whose challenge proposals had not been selected. The results highlight positive effects on participant–brand relationships, especially on brand attachment, proselytism, brand commitment and brand loyalty. A confirmatory, interview-based qualitative study then identifies managerial perspectives and marketing strategies for brands and crowdsourcing platforms following the announcement of challenge results. This paper contributes to both the co-creation and crowdsourcing literature by extending academic knowledge and provides opportunities for further research.

Abstract Image

众包创新挑战:当参与者的想法被拒绝时他们的反应
尽管众包挑战作为产生高水平创新的工具受到了很多关注,但很少有研究调查当参与者的提交被拒绝时对参与者的影响。本研究旨在更好地理解拒绝对参与众包活动的参与者与品牌关系的影响。为了调查这些问题,对未选定挑战提案的参与者进行了两项定量研究。研究结果强调了参与者与品牌关系的正向影响,特别是在品牌依恋、改变信仰、品牌承诺和品牌忠诚方面。一项验证性的、基于访谈的定性研究随后确定了品牌和众包平台在宣布挑战结果后的管理视角和营销策略。本文通过扩展学术知识,为共同创作和众包文学做出贡献,并为进一步研究提供机会。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.70
自引率
11.40%
发文量
57
期刊介绍: Creativity and Innovation Management bridges the gap between the theory and practice of organizing imagination and innovation. The journal''s central consideration is how to challenge and facilitate creative potential, and how then to embed this into results-oriented innovative business development. The creativity of individuals, coupled with structured and well-managed innovation projects, creates a sound base from which organizations may operate effectively within their inter-organizational and societal environment. Today, successful operations must go hand in hand with the ability to anticipate future opportunities. Therefore, a cultural focus and inspiring leadership are as crucial to an organization''s success as efficient structural arrangements and support facilities. This is reflected in the journal''s contents: -Leadership for creativity and innovation; the behavioural side of innovation management. -Organizational structures and processes to support creativity and innovation; interconnecting creative and innovative processes. -Creativity, motivation, work environment/creative climate and organizational behaviour, creative and innovative entrepreneurship. -Deliberate development of creative and innovative skills including the use of a variety of tools such as TRIZ or CPS. -Creative professions and personalities; creative products; the relationship between creativity and humour; arts and amp; humanities side of creativity.
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