In March 2019 the Journal of Marketing* will publish a paper on "Tournaments to crowdsource innovation: The role of moderator feedback and participation intensity". The paper is coauthored by Dr Nuno Camacho and Prof. Stefan Stremersch of Erasmus School of Economics, together with Dr Hyoryung Nam (who was also an assistant professor at Erasmus School of Economics when part of the research was conducted) and Prof. P.K. Kannan (University of Maryland, USA).
In this paper, the research team uncovers antecedents and consequences of ideators’ participation intensity on the quality of the ideas crowdsourced in an innovation tournament. More specifically, the authors theorise on the effects that the type and timing of moderating feedback have on tournament participants’ participation intensity, as well as on the effect of the latter on idea quality.
The project originated around our school’s centennial celebrations in 2013. At that time, Stremersch had the idea of organising an Innovation Tournament at Erasmus School of Economics and invited Camacho and Nam to jointly explore opportunities to conduct research on participant engagement during the course of the tournament. The Innovation Tournament was born with the goal of asking students to generate ideas that would have an impact on the school by 2030. In two separate tournaments (one ran in a closed class, the second open to all students), students submitted their ideas through a commercial innovation tournament platform, and developed them over several weeks.
The two editions of the School’s Innovation Tournament provided a unique opportunity for the research team to examine the impact of the type and timing of feedback on the engagement of participants in an innovation tournament, ultimately leading to the publication in the Journal of Marketing.
The tournament also proved a very effective way to listen to the School’s student body. Dean Philip Hans Franses: ‘Students generated many innovative ideas. Take for example Inge de Vreede, who won the tournament with her idea to create a centralised app, combining all the information channels including a study buddy programme!'
- More information
For more information, please contact Ronald de Groot, Communications Officer at Erasmus School of Economics, at rdegroot@ese.eur.nl, or on +31 6 53 641 846.
* The Journal of Marketing is typically considered an American Marketing Association's premier outlet for substantive research in marketing. Since its founding in 1936, the Journal of Marketing has played a significant role in shaping the field of marketing. With an impact factor of 7.338, it ranks 5 out of 140 journals in Business (source: Journal Citation Reports®, 2018 release).