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

In: Digitally Supported Innovation

Author

Listed:
  • Silvia Massa

    (University of Genoa)

  • Stefania Testa

    (University of Genoa)

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.

Suggested Citation

  • Silvia Massa & Stefania Testa, 2016. "How and for What Purposes Global Food Brands Use Online Contests: Entertainment or Innovation?," Lecture Notes in Information Systems and Organization, in: Leonardo Caporarello & Fabrizio Cesaroni & Raphael Giesecke & Michele Missikoff (ed.), Digitally Supported Innovation, pages 35-49, Springer.
    • Handle: RePEc:spr:lnichp:978-3-319-40265-9_3
    DOI: 10.1007/978-3-319-40265-9_3
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