讲座题目：When Do Marketing Ideation Contests Create Shareholder Value ? The Effect of Contest Design and Marketing Resource Factors（营销创意竞赛何时创造股东价值？竞赛设计与营销资源因素的影响）

主讲人：曹子夏  教授  科罗拉多大学

讲座时间：5月19日9:00

讲座地点：腾讯会议号：925-129-903

讲座主要内容：

Firms often use crowdsourcing contests to develop marketing ideas and solutions. Yet, despite the prevalence—and unique aspects—of marketing ideation crowdsourcing contests (MICC), there has been little examination of these contests’ shareholder wealth implications and the relative worth of different contest design choices. To this end, following a signaling perspective, we conduct an event study of 508 MICC announcements and find that they are associated with higher returns, but also higher idiosyncratic risk—indicating investors hold a mixed view of such contests. Further, we consider how contest design factors and firm marketing resources may signal the cultivation of intellectual and relational market-based assets to shape their stock market impact, to offer actionable guidance for firms to better design their MICCs. Specifically, we find returns are enhanced in professional (vs. general public) contests, for specifically scoped contests, and for contests with consumer judging (vs. expert panels), and for firms with stronger marketing capability; whereas brand aspects (energized differentiation, relevant stature) have mixed effects on returns.New product MICCs and generally scoped contests however heighten the effects on risk. We thus find that many frequently used MICC design choices (i.e., general public contests and expert panels) underperform with investors.

公司经常利用众包竞赛来发展营销创意和解决方案。然而，尽管营销创意众包竞赛（MICC）普遍存在且具有独特性，但是这些竞赛对股东财富的影响以及不同竞赛设计选择的相对价值还未得到深入研究。为此，从信号理论的角度出发，本研究对508个MICC公告进行了事件分析，发现它们能带来更高的回报，但也伴随着更高的特殊风险，因此投资者对MICC持有不同的看法。此外，本研究考虑了竞赛设计因素和企业营销资源如何通过表明培育知识和关系市场化资产来帮助企业塑造它们在股票市场中的影响，为公司更好地设计其MICC提供可行性指导。具体来说，本研究发现在专业（vs.公众）竞赛、具体规定范围的竞赛、消费者评审（vs.专家评审）以及具有更强营销能力的公司中，回报更高；而品牌因素（活力差异化、相关地位）对回报则有着复杂的影响。然而，新产品MICC和覆盖范围较广的竞赛加剧了对风险的影响。因此，我们发现许多经常使用的MICC设计选择（即，一般公众竞赛和专家小组）在投资者中表现不佳。

主讲人简介：

曹子夏，教授，毕业于美国德州农工大学梅斯商学院，获市场营销博士学位，现为科罗拉多大学丹佛分校商学院市场营销系终身教授。她的研究主要集中在产品创新，品牌管理、市场营销与金融交互研究等战略和量化研究领域。她的研究成果发表在Journal of Marketing，Marketing Science, Journal of the Academy of Marketing Science等顶级学术期刊。她曾为本科生和研究生教授营销管理、广告、产品管理、客户关系管理等课程。