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Research & publications

My book shelf (with the crowdsourcing book)

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.

Download my academic CV, and find some of my contributions below:

PUBLICATIONS

  • Journal 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. (2014). Crowdsourcing in the Production of Video Advertising: The Emerging Roles of Crowdsourcing Platforms. International Perspectives on Business Innovation and Disruption in the Creative Industries: Film, Video, Photography, Edward Elgar Publishing Ltd (pre-print on SSRN) (PRISM-Sorbonne working paper)

  • Conferences presentations

Prpic, J., Shukla, P., Roth, Y. & Lemoine, J.-F. (2014). Is the World Flat? The Geography of Crowd Capital: 12th Annual Open and User Innovation Conference in Boston, United States.

Chua, R., Roth, Y., & Lemoine, J.-F. (2014). Creativity Across Cultures: How Cultural Tightness Impacts Engagement and Success in Global Creative Work: 2014 Spring Research Camp at ESCP Europe in London, United Kingdom (conference highlights) (presentation on YouTube)

Roth, Y. & Kimani, R. (2013). Crowdsourcing in the Production of Video Advertising, 6th International Media Management Academic Association Conference, Lisbon, Portugal (presentation on Slideshare) (presentation on YouTube)

  • Whitepapers

Liang, L., Céré, J., Spillmann, A., & Roth, Y. (2014). From Transaction To Attraction: A Retail Trend Report Based on Consumer-Generated Retail Ideas, eYeka Whitepaper

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)

SELECTED TALKS

March 2014 – Innovation Collaborative et Crowdsourcing, Bel Group, Paris, France (presentation on Slideshare)

March 2014 – Innovating In Food & Drink With 270,000 Creatives, The Food & Drink Innovation Network, London, United Kingdom (presentation on Slideshare)

November 2013 – Crowdsourcing – Storytelling With The Crowd, Master 2 “Marketing and Communication,” Sciences Po Paris, Paris, France (presentation on Slideshare)

November 2013 – Crowdsourcing – use the power of the crowd, SEMPL15, Portoroz, Slovenia (presentation on Slideshare)

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)

November 2012 – Participation du client, co-création, quelles perspectives ? 15ème Colloque Etienne Thil 2012, Lille, France (presentation on Lille1.tv) (presentation on Slideshare)

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

SELECTED BLOG POSTS

Are Some Countries Less Receptive To Crowdsourcing? A Look At Japan (June 2014). Medium.com
Who Will Top Quirky? Some French Contenders! (February 2014). InnovationExcellence.com
Can Crowdsourcing Platforms Design Logos Without The Brand Holders’ Authorizations? (December 2013). Lovable-Marketing.com

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

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