Research & publications

Competitions have been used for centuries to stimulate creativity and/or foster innovation. In 1714 the British government advertised the Longitude Prize to anyone who could find a method to determine a ship’s longitude; in 1869, Napoleon III offered a prize for anyone who would discover a process to manufacture a butter substitute – which resulted in the creation of margarine; in 1936, the car-manufacturer Toyota launched a competition and received over 27,000 entries to inspire the design of their logo design; in 1915, the Coca-Cola Company launched a competition among its bottle suppliers to create a bottle that would distinguish itself from other beverage bottles – which resulted in the famous “contour” bottle design.

But with the advent of the internet, creative competitions have become the norm, and firms use them in a variety of settings. The web 2.0 allows rich communication across the globe, fostering the flow of creative ideas and collaboration between individuals. Experts use a variety of terms to describe this new era of global participation: open source projects, open innovation, co-creation, crowdsourcing… the lines are still blurred. I like the term creative crowdsourcing to describe the externalization of creative tasks to a crowd of individuals through the internet. My research focuses on this trend of web-based creative production, especially when crowdsourcing is being used by firms for innovation and marketing.

Find some of my contributions below:

PUBLICATIONS

• Articles

Parvanta, C., Roth, Y., & Keller, H. (2013). Crowdsourcing 101: A Few Basics to Make You the Leader of the Pack. Health Promotion Practice, 14, 2, pp. 163-167. doi:10.1177/1524839912470654 (abstract on SAGE) (pre-print of SSRN) (draft version)

• Book chapters

Roth, Y. & Kimani, R. (forthcoming).Crowdsourcing in the Production of Video Advertising: The Emerging Roles of Crowdsourcing Platforms. Book Series on Business Innovation and Disruption in Film, Video and Photography (pre-print on SSRN)

COMMUNICATIONS

• Conferences

Roth, Y. & Kimani, R. (May 2012). Crowdsourcing in the Production of Video Advertising, 6th International Media Management Academic Association Conference, Lisbon (presentation on Slideshare) (presentation on YouTube)

• Roundtables

Cadenat, S., De Latour, T., Moreira, A., & Roth, Y. (November 2012). Participation du client, co-création, quelles perspectives ? Colloque Etienne Thil 2012 (15ème édition), Lille (presentation on Lille1.tv) (presentation on Slideshare)

TEACHING & GUEST LECTURING

• Guest lectures

February 2013 – La co-création & le crowdsourcing : Impliquer des consommateurs créatifs dans le marketing & l’innovation, Master 2 Marketing spécialité Conseil & Stratégique, IAE de Toulouse, Toulouse, France

January 2013 – La co-création en ligne : Utiliser le crowdsourcing pour impliquer des consommateurs créatifs dans le marketing et l’innovation, Marketing de l’innovation, Essec Business School, Cergy-Pontoise, France

November 2012 – Les concours de co-création & le crowdsourcing : Impliquer des consommateurs créatifs dans le marketing et l’innovation, Marketing de l’innovation et nouveaux produits, ESCP Europe Business School, Paris, France

October 2012 – Le crowdsourcing dans le design : Impliquer des créatifs dans le marketing et l’innovation, Specialized Master Marketing Design and Creation, Audencia School of Management, Nantes, France

March 2012 – Les concours de co-création en ligne : Une manière d’impliquer des consommateurs créatifs dans le marketing et l’innovation, Marketing de l’innovation et nouveaux produits, ESCP Europe Business School, Paris, France

February 2012 – Les concours de co-création en ligne : Une manière d’impliquer des consommateurs créatifs dans le marketing et l’innovation, Innovation et nouveaux produits, Essec Business School, Cergy-Pontoise, France

• Invited talks

February 2013 – La co-création et le crowdsourcing : Une nouvelle approche de la communication et la publicité, Sup de Pub, Paris, France (presentation on Slideshare)

October 2012 – Le crowdsourcing : Expliquer la participation aux concours créatifs, Social Media Club, Rennes, France (presentation on Slideshare)

OTHER CONTRIBUTIONS

• Whitepapers

Pétavy, F., Céré, J., & Roth, Y. (2013). Online content creators are not all created equal, Warc White Paper (summary on WARC)

Pétavy, F., Céré, J., Tan, C., & Roth, Y. (2012). Online Co-Creation to Accelerate Marketing & Innovation, eYeka White Paper (whitepaper on Slideshare)

Liepuoniute, I., Pétavy, F., Cere, J., & Roth, Y. (2011). Using co-creation to conquer the Chinese cosmetics market, eYeka White Paper (whitepaper on Slideshare)

• Blog posts

Six Partnerships that Prove How Crowdsourcing is Going Mainstream (June 2013). InnovationExcellence.com

Is Creativity the New Business Edge? (March 2013). InnovationManagement.se

Birth of a New Job Type! Arise co-creation manager (February 2013). InnovationExcellence.com

Designing the Crowdsourcing Experience for Marketing Managers (August 2012). Crowdsourcing.org

How do Specialized Intermediaries Facilitate Creative Crowdsourcing? (August 2012). InnovationManagement.se

10 of the 11 Best Global Brands Use Creative Crowdsourcing (July 2012). Crowdsourcing.org

Four Marketing Issues to Address with Creative Crowdsourcing (June 2012), InnovationExcellence.com

Crowdsourcing and Co-Creation are Complementary (May 2012). InnovationExcellence.com

Surveys Reveal What The World Thinks About Creativity (May 2012). InnovationExcellence.com