IDEAS home Printed from https://ideas.repec.org/a/vrs/gfkmir/v12y2020i1p30-35n5.html
   My bibliography  Save this article

How to Prevent Crowdsourcing Disasters and Leverage Positive Side Effects of Open Innovation

Author

Listed:
  • Füller Johann

    (CEO Hyve AG, Professor of Innovation and Entrepreneurship, University of Innsbruck, Austria)

  • Hutter Katja

    (Professor of Innovation and Entrepreneurship, University of Innsbruck, Professor of Marketing & Innovation, University of Salzburg, Austria)

  • Kröger Niclas

    (Practice Lead Crowdsourcing Hyve AG, Lecturer Marketing & Innovation, University of Salzburg, Austria)

Abstract

The gains from crowdsourcing can be high, but so can the risks. Contests may become a nightmare for the sponsoring organization if the innovators do not behave as planned. When contest managers act in undesirable ways from a participant’s perspective, community members might bash, shame or ridicule a company. To prevent “firestorms” – negative, often highly emotional posts in social media that are eagerly taken over by traditional media – project sponsors need to ensure fairness throughout the contest. The value of the price and the procedures for selecting winners must be fair and transparent – and companies need to stick to predefined rules. Organizations that succeed in keeping their community motivated might not only benefit from new ideas, but also from additional positive effects. Devoting time, skills and personal engagement to developing new ideas for a company favors intense relationships, and participants often become passionate brand followers. By communicating openly about their approach of open innovation, companies can also foster their innovative image.

Suggested Citation

  • Füller Johann & Hutter Katja & Kröger Niclas, 2020. "How to Prevent Crowdsourcing Disasters and Leverage Positive Side Effects of Open Innovation," NIM Marketing Intelligence Review, Sciendo, vol. 12(1), pages 30-35, May.
    • Handle: RePEc:vrs:gfkmir:v:12:y:2020:i:1:p:30-35:n:5
    DOI: 10.2478/nimmir-2020-0005
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/nimmir-2020-0005
    Download Restriction: no
    File URL: https://libkey.io/10.2478/nimmir-2020-0005?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:gfkmir:v:12:y:2020:i:1:p:30-35:n:5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.