Füller et al. (2011): Why co-creation experience matters? Creative experience and its impact on the quantity and quality of creative contributions
11 important questions on Füller et al. (2011): Why co-creation experience matters? Creative experience and its impact on the quantity and quality of creative contributions
What is investigated in the paper by Füller et al. (2011)?
- Explores participants’ creative experience during virtual idea and design competitions
- Investigates the impact of an autonomous, enjoyable, and competent experience on the quality of creative contributions as well as the interest in engaging in future design competitions
- Context: Design competition Swarovski Enlightened Jewellery
What can be a possible explanation for individual's lack of interest in participating in idea and design competitons?
What can be a possible explanation for individual's lack of interest in participating in idea and design competitons?
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What have idea competitons enabled for individuals and online communities?
What are the 2 advantages of idea and design competitions?
- They help the company to get access to highly creative and knowledgeable communities from all over the world in a short period of time and at manageable expense.
- They enable corporations to be perceived as customer-oriented and innovative, which further strengthens the brand and increases customer loyalty
Which 6 hypptheses are formulated in the paper by Füller et al. (2011)? And are they supported or not?
- H1: Co-creation experience is a second order factor and is determined through the factors that provide a feeling of autonomy, competence, and task enjoyment.
- H2: Sense of community has a positive impact on the co-creation experience.
- H3: Compelling co-creation experience has positive impact on the quality of participants’ contribution.
- H4: Compelling co-creation experience has a positive impact on the amount of participants’ contributed content.
- H5: Compelling co-creation experience has a positive impact on participants’ number of visits.
- H6: Compelling experience has a positive effect on participants’ interest in future participation.
All hypotheses are supported.
For which three reasons do individuals engage in creative activities and what do these three apects entail?
- Competence reflects the satisfaction derived from the successful completion of a creative project
- Autonomy refers to the enjoyment derived from the freedom to choose the process and/or design of the creative task
- Task enjoyment entails enjoying interacting with like-minded others and want to establish social relationships
Result: What should a virtual idea and design competition offer to be able to attract participants who submit a high quantity of high-quality ideas and designs? And why is this important?
A competent, autonomous, and enjoyable experience has a positive impact on participants’ interest and the amount of quality of contributions.
What are the main conclusions of the paper by Füller et al. (2011)?
- Communities that evolved out of a design competition may be an underestimated relational resource for a company’s value creation
- Co-creation experience:
- significantly impact participants’ quality and number of submitted designs
- Positively effects individuals’ participation frequency and interest in future competitions
Which managerial implications provide the paper by Füller et al. (2011)?
- Companies have to provide experiences that allow participants to gain a sense of self-efficacy and mastery.
- Managers have to provide possibilities of social interaction among participants when setting up a virtual design or idea competition
- A co-creation community platform has a social function inherent: its importance is reflected by the strong impact of sense of community on co-creation experience
Result: What should a virtual idea and design competition offer to be able to attract participants who submit a high quantity of high-quality ideas and designs? And why is this important?
A competent, autonomous, and enjoyable experience has a positive impact on participants’ interest and the amount of quality of contributions.
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