How and for What Purposes Global Food Brands Use Online Contests: Entertainment or Innovation?

Silvia Massa () and Stefania Testa ()
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Silvia Massa: University of Genoa
Stefania Testa: University of Genoa

A chapter in Digitally Supported Innovation, 2016, pp 35-49 from Springer

Abstract: Abstract Based on an overview of 90 contests in the food sector this paper aims at reaching a better understanding of the many drivers pushing companies to launch contests, and thus suggesting a possible classification of the contest types. The emerged contests types are the following: entertainment (pure entertainment; surveying; talent scouting) and ideation (product; sustainability; advertising). Entertainment, in its broad definition, results to be the main purpose. Surprisingly, only a few contests were classifiable as “ideation/sustainability”, in contrast with several authors who claim that increasingly, companies recognize innovation contests as instruments for alerting attention towards today’s most urgent sustainability issues and for mastering them.

Keywords: Online contest; Innovation strategy; Innovation management (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/978-3-319-40265-9_3

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