1. bookVolume 12 (2020): Issue 1 (May 2020)
    Crowd Innovation: Hype or Help
Journal Details
License
Format
Journal
First Published
30 May 2019
Publication timeframe
2 times per year
Languages
English
access type Open Access

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

Published Online: 24 Apr 2020
Page range: 30 - 35
Journal Details
License
Format
Journal
First Published
30 May 2019
Publication timeframe
2 times per year
Languages
English
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.

Keywords

Faullant, R.; Füller, J. & Hutter, K. (2017): “Fair play: Perceived fairness in crowdsourcing competitions and the customer relationship-related consequences”, Management Decision, Vol. 55 (9), 1924 - 1941. https://www.emerald.com/insight/content/doi/10.1108/MD-02-2017-0116/full/html Search in Google Scholar

Gebauer, J.; Füller, J. & Pezzei, R. (2013): “The dark and the bright side of co-creation: Triggers of member behavior in online innovation communities”, Journal of Business Research Vol. 66 (9), 1516 - 1527. https://doi.org/10.1016/j.jbusres.2012.09.013 Search in Google Scholar

Hauser, F.; Hautz, J.; Hutter, K. & Füller, J. (2017): “Firestorms: Modeling conflict diffusion and management strategies in online communities”, The Journal of Strategic Information Systems, Vol. (4), 285-321. https://doi.org/10.1016/j.jsis.2017.01.002. Search in Google Scholar

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