Leveraging the power of creative crowds for innovative brands: the eYeka crowdsourcing initiatives

The thesis tried to move beyond the Crowdsourcing phenomenon intended as a mere micro-task production outlining key features of the main typologies of contest which a firm could select in pursuing this Business Model. The dissertation thus advice companies on what kind of contests format is more suitable to be implemented in order to reach the desired objective, by tailoring not only challenges but also incentive mechanisms to engage the right crowd even in terms of motivational aspects