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.
CITATION STYLE
Massa, S., & Testa, S. (2016). How and for what purposes global food brands use online contests: Entertainment or innovation? In Lecture Notes in Information Systems and Organisation (Vol. 18, pp. 35–49). Springer Heidelberg. https://doi.org/10.1007/978-3-319-40265-9_3
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