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Applying Game Mechanisms to Idea Competitions
Abstract
In these times of a collaborative Web, consumers actively participate in the creation, elaboration, and evaluation of new content. Portals like Wikipedia demonstrate how this collaborative and creative behavior can result in valuable outcome. Companies benefit, as well, from this active role of the consumer: Consumers generate, develop, and evaluate new ideas for products and services in idea competitions. A challenge of today’s idea competitions is that the recent “inflationary increase” partly results in a decrease of participation. The purpose of this study is to explore one possible approach to transfer the positive motivational effect of games to idea competitions. The transfer of playful elements from a game context to the model of open innovation is what we call “game-based open innovation.” Based on theoretical insights, analysis of 18 cases and three interviews, this study demonstrates the actual occurrence of game mechanisms and their effect on the motivation of participants.
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