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Sinergie sima 2020 creative crowdsourcing-exploring the relationship between brand seeker and two-sided platform-12-7
1. Creative crowdsourcing: exploring the
relationship between brand seeker and
two-sided platform
Sara Scala, Federica Ceccotti, Alberto Pastore
Sapienza Università di Roma
GRAND CHALLENGES: Companies and Universities working for a better society
7-8 September 2020 – Pisa, Italy
2. Introduction (1/2)
Crowdsourcing
"a type of participative online activity in which an individual, an institution, a
nonprofit organization, or company proposes to a group of individuals of varying
knowledge, heterogeneity and number, via a flexible open call, the voluntary
undertaking of a task [...]" (EstellésArolas e González-Ladrón-de-Guevara, 2012, p. 198).
Sinergie-SIMA 2020 Management Conference
GRAND CHALLENGES: Companies and Universities working for a better society
7-8 September 2020
Pisa, Italy
Product and
service
innovation
Marketing
and Communication
Design
3. Introduction (2/2)
Creative crowdsourcing
Sinergie-SIMA 2020 Management Conference
GRAND CHALLENGES: Companies and Universities working for a better society
7-8 September 2020
Pisa, Italy
A process that is based on asking external parties for creative ideas and
contributions for marketing communication (Vernuccio and Ceccotti, 2017)
Two-sided platform
Brand
Seeker
Crowd
(Agafonovas and Alonderiné, 2013)
(Ghezzi et al., 2018)
4. Brief
(Brabham, 2010)
Tasks
«ideation problems» (Colombo et al., 2013)
creatives tasks (Schenk and Guittard, 2011)
Different approach
(Bayus, 2013; Blohm et al., 2018)
Theoretical background (1/4)
Sinergie-SIMA 2020 Management Conference
GRAND CHALLENGES: Companies and Universities working for a better society
7-8 September 2020
Pisa, Italy
Brand seeker
5. Theoretical background (2/4)
Sinergie-SIMA 2020 Management Conference
GRAND CHALLENGES: Companies and Universities working for a better society
7-8 September 2020
Pisa, Italy
Business models
(Boudreau and Lakhani, 2009; Kohler, 2015; Agafonovas and Alonderiné, 2013)
Process
(Boudreau and Lakhani, 2013; Roth and Kimani, 2013)
Operational approches
(Schenk and Guittard, 2011)
Two-sided platform
6. Theoretical background (3/4)
Sinergie-SIMA 2020 Management Conference
GRAND CHALLENGES: Companies and Universities working for a better society
7-8 September 2020
Pisa, Italy
New scenario of marketing communication services
Multiple communication players
New relational dynamics
7. Theoretical background (4/4)
Sinergie-SIMA 2020 Management Conference
GRAND CHALLENGES: Companies and Universities working for a better society
7-8 September 2020
Pisa, Italy
Relationship management
• Interpersonal relationship
(Lian and Laing, 2007)
• Factors that help
consolidate the
relationship’s longevity
(Keegan et al., 2017)
Conflict and adverse
behaviour
• Problems of transparency
and communication (Heo and
Sutherland, 2015)
• Lack of clear definition of
roles and activities (Devinney
and Dowling, 1999)
• Lack of professionalism and
creativity (Keegan et al., 2017)
Agency-client
relationship
8. Gap
• No distinctions between different communication partners
(Laurie and Mortimer, 2019; Mortimer and Laurie, 2019)
• Most empirical research has adopted the agency's perspective
(Tahtinen and Halinen, 2002; Keegan et al., 2017)
Sinergie-SIMA 2020 Management Conference
GRAND CHALLENGES: Companies and Universities working for a better society
7-8 September 2020
Pisa, Italy
To date, the only contribution that has investigated
the multiple relationships between brand and
partners in the creative crowdsourcing process is that
of Vernuccio and Ceccotti (2017).
9. Objectives
Sinergie-SIMA 2020 Management Conference
GRAND CHALLENGES: Companies and Universities working for a better society
7-8 September 2020
Pisa, Italy
Adopting the brand seeker perspective
1 2 The criteria for
choosing the platform
4
The factors that affect the
relationship's time horizon
Any relational issues
The company interlocutors
involved in the creative
crowdsourcing process
3
10. Methodology
• Qualitative and inductive exploratory approach (Amstrong, 1979)
• In-depth personal interviews (Creswell, 1998)
• Theoretical saturation criteria (Cardano, 2003; Glaser e Strauss, 1976)
• Thematic content analysis (Langdrige, 2004)
Sinergie-SIMA 2020 Management Conference
GRAND CHALLENGES: Companies and Universities working for a better society
7-8 September 2020
Pisa, Italy
Brand seeker
Criteria:
Size and sector of activity
Type of project (open/closed)
Relational intensity
Set of respondents: marketing and
communication experts
Two-sided platform
Criterion: Platforms operating internationally
Set of respondents: account managers
11. Expected findings
Company
interlocutors
• Relationship
between level of
experience and
competence and
relevance of the
project
Sinergie-SIMA 2020 Management Conference
GRAND CHALLENGES: Companies and Universities working for a better society
7-8 September 2020
Pisa, Italy
The criteria for
choosing the platform
• Variety of
functionalities
• Reputation and image
of the platform
• Budget criteria
Time horizon
• More collaborative
and less formal
approach by
platforms
Relational issues
• Transparency
12. Research limits
Research is still in progress
Study does not consider the role of the creative or media
agency in activating the process
Future results can not be generalised
Sinergie-SIMA 2020 Management Conference
GRAND CHALLENGES: Companies and Universities working for a better society
7-8 September 2020
Pisa, Italy
13. Conclusions (1/2)
Academic implications
This research project:
• aims to contribute to the literature on creative
crowdsourcing and to the wider research on agency-client
relationship
• adopt the relational perspective
• deepens the brand’s point of view to explore the dyadic
relationship with the platform.
Sinergie-SIMA 2020 Management Conference
GRAND CHALLENGES: Companies and Universities working for a better society
7-8 September 2020
Pisa, Italy
14. Conclusions (2/2)
Managerial implications
Useful conceptual reference for both actors involved in the
creative crowdsourcing process
a) useful support both for brands
b) valuable insights for two-sided platforms
Sinergie-SIMA 2020 Management Conference
GRAND CHALLENGES: Companies and Universities working for a better society
7-8 September 2020
Pisa, Italy
15. Creative crowdsourcing: exploring the relationship between
brand seeker and two-sided platform
Thank you for your attention!
Sara Scala - sara.scala@uniroma1.it
Federica Ceccotti – federica.ceccotti@uniroma1.it
Alberto Pastore – alberto.pastore@uniroma1.it
Sinergie-SIMA 2020 Management Conference
GRAND CHALLENGES: Companies and Universities working for a better society
7-8 September 2020
Pisa, Italy
Notas do Editor
Good morning, I am Sara Scala and today I’ll introduce you to the working paper “Creative crowdsourcing: exploring the relationship between brand seeker and two-sided platform” carried out by Sara Scala, Federica Ceccotti and Alberto Pastore.
15’’
Crowdsourcing can be defined as "a type of participative online activity in which an individual, an institution, a nonprofit organization, or company proposes to a group of individuals of varying knowledge, heterogeneity and number, via a flexible open call, the voluntary undertaking of a task"
According to a recent survey by eYeka, this is a rapidly growing phenomenon. Fast-moving consumer good brands have recorded the most significant increase in activity: + 40% compared to 2015. The main applications concern product and service innovation, marketing and communication and design .
45’’
The research outlined in this project focuses on the market of marketing communication services and on creative crowdsourcing, an activity through which a client company, defined brand seeker, addresses a two-sided platform to request ideas and creative contributions from the crowd.
It should be clarified that the process is not automated. Usually, the two-sided platform also plays a consultative role and for this reason it could be assimilated to a creative agency.
30’’
Moving on to the theoretical background let's start with the brand seeker perspective.
The academic literature highlights the brand seeker's decisive role in drawing up an accurate brief and in outlining the tasks to submit to the crowd.
Among these, "ideation problems" and creative tasks are the main field of application of creative crowdsourcing.
The literature has also outlined how brand seekers can engage creatives. The company may decide to develops a proprietary platform or to use an indirect approach, more widespread and relevant for this paper's objectives, requiring platform support to accomplish innovative projects.
50’’
Several studies have adopted the intermediaries' perspective defining the platforms' main business models, the ways the process unfolds and the main operational approaches.
Therefore, the platform is establishing itself as a new interlocutor for brands interested in innovative marketing communication services.
25’’
So, the platforms are part of a new scenario of marketing communication services characterized by the presence of multiple communication players. Creative crowdsourcing practices trigger new relational dynamics among actors because brand seekers can access new sources of creative ideas without the support of traditional or digital advertising agencies.
30’’
When delving into the topic of agency-client relationship most academic articles have adopted the advertising agency's perspective to deepen the evolutionary phases of the relationship and possible relational issues.
Some studies have highlighted the importance of establishing interpersonal relationships between the interlocutors involved as they are essential both in the selection process of the agency and for the relationship development.
Other researchers have stressed how the presence of some factors such as trust, attention and openness towards the client company, helps consolidate the relationship.
Studies that have deepened the relational issues focused on the main factors that cause disagreements, such as problems of transparency, absence of clear communication between agency and client, the lack of a definition of roles and low creativity.
1’10’’
As stated by Laurie and Mortimer previous research has focused more closely on the relationship dynamics between client and agency without making distinctions between different communication partners.
Furthermore, most empirical research has adopted the agency's perspective, while there appears to be little exploring the client company's point of view.
To date, the only study that takes the communication network perspective to deepen the relationships between the different actors involved in the creative crowdsourcing process and to investigate their objectives and roles is that of Vernuccio and Ceccotti.
50’
In line with this research, this working paper intends to adopt the brand seeker’s perspective to deepen the dyadic relationship between brand seeker and platform.
Considering the case where the brand seeker is the initiator of the process and directly addresses the platform, this study aims to investigate:
the company interlocutors involved in the creative crowdsourcing process
the criteria for choosing the platform
the factors that affect the relationship's time horizon and (4) the presence of any relational issues.
40’
The nature of the cognitive objectives and the limited number of contributions on the specific topic requires the adoption of a qualitative inductive exploratory approach.
The field will be built on in-depth personal interviews with professionals from platforms and brand seekers.
On the platform front, the intention is to consider the main platforms operating on an international scale (e.g. 99Design, eYeka, Zooppa).
The interview subjects will consist of account managers, those responsible for contacts with the brand seeker and in charge of managing creative projects.
On the brand seeker side, the organizations involved will be selected using the following criteria:
Variety of brand seeker size and sector of activity
Type of project, distinguishing open from closed ones
The relational intensity and therefore the number of collaborations.
The set of respondents will include marketing and communication experts (for example Marketing Director, Head of Advertising)
A minimum number of thirty interviews is foreseen, but for the identification of the precise size of the survey set, the criterion of theoretical saturation will be used.
Finally, the information will be treated using thematic content analysis.
1’40’’
Moving on expected findings and regarding the company interlocutors responsible for the dialogue with the platform the research wants to understand if, for example, the level of competence and experience varies according to the relevance of the project.
Concerning the selection criteria of the platform, the research could highlight the importance of the variety of functionalities and services offered or the reputation and image of the platform rather than budget criteria.
Regarding the time horizon of the relationship, the results could show that a more collaborative and less formal approach by platforms stimulates brand seeker to entrust them with many projects, or conversely makes the relationship more flexible but less stable.
Finally, might emerge possible relational issues related to problems of transparency or that, conversely, transparency is a distinctive element of the platform’s value proposition.
1’10’
In deepening the relational dynamics between brand seeker and platform, this research does not consider the case in which the platform is activated by the brand seeker’s partner agency. Also, the paper's exploratory nature does not allow the results to be generalised.
However, its insights could provide new inspiration for future lines of research on creative crowdsourcing from a relational perspective.
30’’
In terms of academic implications this research project aims to contribute to the literature on creative crowdsourcing and to the wider research on the agency-client relationship in the new scenario of marketing communication services.
The innovativeness of the project is related to the adoption of the relational reading key and the brand seeker's point of view, originals in the creative crowdsourcing field of research.
30’’
Concluding, the research's results could represent a useful conceptual reference for both actors involved in the creative crowdsourcing process offering support both for brands that have already experienced this process and for those that are reluctant to adopt a still-evolving approach. This study could offer valuable insights for two-sided platforms which could build the foundations of a stable and continuous relationship.
35’’