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The purpose of this paper is to demonstrate how negatively worded innovative ideas can be rejected during a crowdsourcing event sponsored by a service firm via an online…
The purpose of this paper is to demonstrate how negatively worded innovative ideas can be rejected during a crowdsourcing event sponsored by a service firm via an online forum. The goal of an ideation forum is to collect user-generated content in the form of ideas for new products or services. An ideation forum attempts to clarify the “fuzziness” on the front-end of new product development.
A 2 × 2 (satisfied/dissatisfied customers and negatively/positively worded ideas) experiment replicates the effect of mood-incongruent interactions within ideation forums and measures the likelihood for an idea to be buried or selected on the basis of its merit rather than its negative/positive wording.
The results demonstrate that mood-incongruent interactions have different effects on different groups of participating customers. Negatively worded innovative ideas are rated lower by satisfied customers, despite their superior merit.
The nature of the experiment shows a high validity, but lacks in reliability. Thus, future research should attempt to replicate this experiment on a larger scale and across different industries.
In an open forum where thousands of customers can give a thumbs’ up or down to an idea, merit should prevail over mood-congruency. If the crowdsourcing mechanism cannot be trusted, it puts the burden back on the firm’s review team to promote or review any downgraded innovative idea, which ends up being counterproductive.
These findings shed light on the hidden aspect of crowdsourcing when the aim is to find unique, if not radical, ideas for services. Thus, hoteliers and other hospitality and tourism managers should use these findings to design better ideation forums.
Salah Hassan, Melika Husić-Mehmedović and Philippe Duverger
Despite the changing conditions worldwide, some global luxury brands have attained strong performance levels, and perhaps it is their globalness that keeps them resilient…
Despite the changing conditions worldwide, some global luxury brands have attained strong performance levels, and perhaps it is their globalness that keeps them resilient. Since the global luxury market is comprised of customer segments with relatively homogeneous needs, wants and motivations, achieving a global luxury brand positioning will help mitigate the negative consequences of economic crises, regardless of the market in which a luxury brand operates. The paper aims to discuss these issues.
A survey instrument was administered to a sample of 200 professionals located in a European country where none of the global brands cited in the paper are originating. The country was also selected on the basis of its propensity to have local luxury brands in competition with the global brands in each of the categories tested. The survey was conducted during the peak of economic crisis in Europe.
This study provides evidence that brand globalness may be a major value creating factor, and thus a source of competitive advantage for luxury brands competing in the global marketplace. Another question addressed by this study is should the luxury brand modulate the message projected in the media away from luxury and closer to quality or other stimuli less associated with luxury in order to avoid luxury shame. All these are questions addressed by this imperial study to investigate how the brand globalness influences consumer perceptions in global recessionary times.
The proposed research formulates an empirical study of the underlining effects of what is referred to as “glocalization” in the literature on the luxury positioning. This study provides evidence that brand globalness may be a major value creating factor, and thus a source of competitive advantage for a luxury company competing in the global marketplace.
Anil Bilgihan and Mohammad Nejad
States that legislatures act as important debates in the public eye and that few are real bodies for policy making, linking people and the government. Insists, though…
States that legislatures act as important debates in the public eye and that few are real bodies for policy making, linking people and the government. Insists, though, that they are, at national and lower level, institutions of importance. Looks at the relationship between the EU and national parliaments. Addresses the above and also the law‐making processes within the EU. Lists four main questions, which are expanded in detail in the article.