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

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 o...

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Bibliographic Details
Published inJournal of the knowledge economy Vol. 14; no. 4; pp. 4449 - 4465
Main Authors Cardamone, Ernesto, Marozzo, Veronica, Miceli, Gaetano “Nino”, Raimondo, Maria Antonietta
Format Journal Article
LanguageEnglish
Published New York Springer US 01.12.2023
Springer Nature B.V
Subjects
Creative industries
Customization
Economic Policy
Economics
Economics and Finance
Entrepreneurship
Innovations
Knowledge economy
Open Innovation Platforms Fostering Knowledge Ecosystems
Product development
R & D/Technology Policy
Open innovation
Co-creation
Contests
Creativity
Time constraints
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Summary: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.
ISSN:1868-7865
1868-7873
DOI:10.1007/s13132-022-01070-2