What is the Appropriate Reward For Product Creativity During an Idea Generation Contest: Monetary, Reputational or Brand Feedback?

Idea generation contests are widespread when firms are looking for new ideas of products or services. Integrating the consumer into the new Product Development process is critical and community managers need to tackle the issue of community participation to idea contests. Many incentives are at stake such as monetary, reputational and brand feedback. In an experimentation we found evidence that the best ideas were delivered through the interaction of reputational reward and brand feedbacks. Finally theoretical and managerial implications are presented.