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EnglishBased 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.
| Titolo: | How and for what purposes global food brands use online contests: Entertainment or innovation? |
| Autori: | |
| Data di pubblicazione: | 2016 |
| Serie: | |
| Handle: | http://hdl.handle.net/11567/870230 |
| ISBN: | 978-3-319-40264-2 978-3-319-40265-9 |
| Appare nelle tipologie: | 02.01 - Contributo in volume (Capitolo o saggio) |
File in questo prodotto:
| File | Descrizione | Tipologia | |
|---|---|---|---|
| 16_Massa-Testa_Chapter_HowAndForWhatPurposesGlobalFoo.pdf | Documento in versione editoriale | Administrator Richiedi una copia |
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