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Reto Hofstetter
Title
Prof. Dr.
Last Name
Hofstetter
First name
Reto
Email
reto.hofstetter@unisg.ch
Google Scholar
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1 - 10 of 15
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PublicationContraining Ideas: How seeing ideas of others harm creativity in open innovation(American Marketing Association, 2021)
;Dahl, Darren W.Type: journal articleJournal: Journal of Marketing ReserachVolume: Vol 58Scopus© Citations 33 -
PublicationThe Problem with Innovation Contests(Harvard Business Review, 2021-07)
;Dahl, Darren W.Type: journal articleJournal: Harvard Business ReviewVolume: July/August -
PublicationRethinking Crowdsourcing(Harvard Business School Publ., 2017-11-21)
;Suleiman, AryobseiWhen the Swiss soft drink company Rivella was looking to launch new flavors in 2012, it used an open innovation platform to ask consumers for ideas and received 800 responses. As managers sorted through them, they noticed that one in particular—for a health-oriented ginger-flavored drink—appeared to be extremely popular. But on closer examination they saw that much of the buzz around it was coming from just a handful of participants who were working feverishly to elicit votes and comments. “It was a very small group of consumers who were rallying one another and generating a lot of noise,” says Silvan Brauen, who oversaw Rivella’s innovation pipeline. Despite the strong online feedback, the company concluded that the ginger flavor would flop in the market and abandoned the idea.Type: journal articleJournal: Harvard business review : HBRIssue: November-December -
PublicationThe Hidden Pitfall of Innovation PrizesAlthough companies use crowdsourcing more and more to fill their innovation pipeline, it is not so easy to get people to submit their ideas to online innovation platforms. Our data from an online panel reveal that 65% of the contributors do not come back more than twice, and that most of the rest quit after a few tries. This kind of user churn is endemic to online social platforms — on Twitter, for example, a majority of users become inactive over time — and crowdsourcing is no exception. In a way, this turnover is even worse than ordinary customer churn: When a customer defects, a firm knows the value of what it’s lost, but there is no telling how valuable the ideas not submitted might have been. Despite this limitation, companies still get a lot out of crowdsourced ideas. Encouraged by early successes, many now routinely use crowdsourcing contests to find fresh solutions to various problems, increasing the demand for innovators willing to share their ideas. PepsiCo, for instance, has already used contests nine times to crowdsource creative Super Bowl commercials for its Frito-Lay’s Doritos brand, offering prizes of up to $1 million for the winning submission. Other companies, including GE, DELL, and Starbucks maintain their own platforms on which they continuously source ideas from customers.Type: journal articleJournal: Harvard business review : HBR
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PublicationCan't See the Forest for the Trees: Increased Local Processing in Mass Customization Systems(Association for Consumer Research, 2013-10-03)
;Griffin, JillAlthough generally assumed to benefit consumers, mass customization can have unintended consequences. Two studies demonstrate that customizing by-attribute (vs. choosing from pre-specified configurations) increases local processing and decreases mental simulation, leading to lower satisfaction, pride, and purchase intentions. The findings offer novel insight regarding configuration systems in mass customization.Type: conference paper -
PublicationAccentuating the Forest Instead of the Trees: Induced Global Processing in Mass Customization Systems(EMAC European Marketing Academy, 2013-06-04)This research investigates some unintended consequences of different mass customization formats on individual processing styles. Two studies provide novel empirical evidence that conventional attribute-wise configuration formats increase local processing, whereas prespecified configuration formats increase global processing. Importantly for marketers, we show that a global (vs. local) processing style leads to more mental simulation of the configured product and, as a consequence, to increased choice satisfaction, pride of authorship, and purchase intention. These findings highlight important process variables that should be considered when designing mass customization systems.Type: conference paper
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PublicationHarnessing Tacit Knowledge in Social Networks - A Social Approach to Incentivizing Truth- Telling(Society for Consumer Psychology, 2013-06-13)
;Huber, JoelIn this paper, we propose a novel approach utilizing the information among friends in social networks that provides incentives for truthful responding in consumer surveys. In this approach, respondents answer survey questions in the context of a pure coordination game. In a series of studies, we show that the coordination game setting induces greater truth-telling by having respondents being rewarded if their answers agree with friends' predictions. The amount of improvement depends on the observability of the surveyed behavior, the tendency of the respondent to self-disclose, and the closeness of the friend.Type: conference paper -
PublicationType: conference paper
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PublicationA Social Approach to Truth-Telling(EMAC European Marketing Association, 2013-06-04)Huber, JoelType: conference paper
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PublicationRevealing Painful Truths: The Impact of Friends on Self-Reported Health Behavior( 2013-05-31)Huber, JoelType: conference paper