TY - JOUR
T1 - Tournaments to crowdsource innovation
T2 - The role of moderator feedback and participation intensity
AU - Camacho, Nuno
AU - Nam, Hyoryung
AU - Kannan, P. K.
AU - Stremersch, Stefan
N1 - Funding Information:
The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: We thank the Erasmus Center for Marketing and Innovation, ERIM (Erasmus Research Institute of Management), IESE Business School and University of Maryland for their financial support.
Funding Information:
We thank the participants at the 2016 AMA Winter Marketing Academic Conference in Las Vegas, at the 2015 European Marketing Academy Conference at KU Leuven, at the 2014 AMA-ECMI-EMAC Marketing & Innovation Symposium at Erasmus University Rotterdam, and seminar participants at FEP–School of Economics of University of Porto and at VU–Vrije Universiteit Amsterdam for all their valuable suggestions. The usual disclaimer applies.. The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: We thank the Erasmus Center for Marketing and Innovation, ERIM (Erasmus Research Institute of Management), IESE Business School and University of Maryland for their financial support.
Publisher Copyright:
© American Marketing Association 2019.
PY - 2019/3
Y1 - 2019/3
N2 - Firms increasingly use innovation tournaments to crowdsource innovation ideas from customers. This article uncovers antecedents and consequences of customers’ participation intensity over the course of a tournament. More specifically, the authors theorize on the effects that the type and timing of moderating feedback have on tournament participants’ participation intensity, as well as the effect of the latter on idea quality. Through two longitudinal experiments using a commercial innovation tournament platform, the authors show that moderating feedback stimulates ideators’ participation intensity. They find that negative feedback increases participation intensity, as compared to no feedback and positive feedback. Moreover, negative feedback, either provided in isolation or together with positive feedback, is more effective during the early stages than in the later stages of a tournament. Using a large-scale managerial survey, the authors show that higher participation intensity leads to higher idea quality and better business performance. The effect of participation intensity on idea quality is stronger than the effect of number of ideas and as strong as the effect of number of participants on idea quality.
AB - Firms increasingly use innovation tournaments to crowdsource innovation ideas from customers. This article uncovers antecedents and consequences of customers’ participation intensity over the course of a tournament. More specifically, the authors theorize on the effects that the type and timing of moderating feedback have on tournament participants’ participation intensity, as well as the effect of the latter on idea quality. Through two longitudinal experiments using a commercial innovation tournament platform, the authors show that moderating feedback stimulates ideators’ participation intensity. They find that negative feedback increases participation intensity, as compared to no feedback and positive feedback. Moreover, negative feedback, either provided in isolation or together with positive feedback, is more effective during the early stages than in the later stages of a tournament. Using a large-scale managerial survey, the authors show that higher participation intensity leads to higher idea quality and better business performance. The effect of participation intensity on idea quality is stronger than the effect of number of ideas and as strong as the effect of number of participants on idea quality.
KW - Crowdsourcing
KW - Idea generation
KW - Idea maturation
KW - Innovation
KW - Innovation tournaments
KW - Online idea generation platforms
KW - Participation intensity
UR - http://www.scopus.com/inward/record.url?scp=85067060091&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85067060091&partnerID=8YFLogxK
U2 - 10.1177/0022242918809673
DO - 10.1177/0022242918809673
M3 - Article
AN - SCOPUS:85067060091
SN - 0022-2429
VL - 83
SP - 138
EP - 157
JO - Journal of Marketing
JF - Journal of Marketing
IS - 2
ER -