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Although crowdsourcing challenges as tools for generating high levels of innovation have received much attention, little research has investigated the impact on participants when their submissions are rejected. This research is aimed at gaining a better understanding of the consequences of rejection for participants' relationships with the brand engaged in the crowdsourcing activity. To investigate these issues, two quantitative studies were carried out with participants whose challenge proposals had not been selected. The results highlight positive effects on participant–brand relationships, especially on brand attachment, proselytism, brand commitment and brand loyalty. A confirmatory, interview‐based qualitative study then identifies managerial perspectives and marketing strategies for brands and crowdsourcing platforms following the announcement of challenge results. This paper contributes to both the co‐creation and crowdsourcing literature by extending academic knowledge and provides opportunities for further research. [ABSTRACT FROM AUTHOR]

With the rise of open innovation, external design is increasingly called upon, especially by marketing. However, the research on collaboration between external design and marketing in the new product development (NPD) process is still in progress. While the literature suggests that resorting to external design is a means to increase product innovativeness, not all products developed in such a way are innovative. Furthermore, the sources of design expertise are diverse and the strategies that firms use to manage them remain unclear. Thus, this paper aims to identify and analyze the various collaboration patterns between external design and marketing in the NPD process and especially how such patterns affect new product innovativeness. Building on seven case studies, this research proposes a typology of three collaboration patterns between external design and marketing in the NPD process. The first category develops a pattern of collaboration with a strong marketing lead that relies on customer‐based designers. The second depicts collaboration with a strong design lead that relies on process‐based designers. In the third categorization, a co‐branding pattern through collaboration with star‐based designers is developed. Theoretical and managerial implications are presented along with the challenges in the complexity of finding the right balance between product innovativeness and brand consistency. [ABSTRACT FROM AUTHOR]

The value creation wheel (VCW) is the decision‐making meta‐framework recommended to address innovation, collaboration, and change challenges in formal relationships. The VCW can integrate, complement, or be joined with other frameworks, tools, and theories to address the challenges of formal relationships. The VCW's ability to incorporate intra‐ and interorganizational insights emerging from internal and external stakeholders is especially useful in solving the challenges of collaborative arrangements. VCW solutions are often more realistic than Design Thinking, Creative Problem‐Solving, and Lean because they accommodate the views of various stakeholders about ideas and filters, and because key decision makers must be involved in the main stages of the decision‐making process. [ABSTRACT FROM AUTHOR]

Marketing often cooperates with external design in the new product development (NPD) process. While this relationship is crucial for NPD success and is a typical case of interorganizational collaboration between a business‐oriented function (marketing) and a creative partner (external design), a comprehensive understanding of this relationship remains lacking. As the NPD field evolves to open systems that have changed concepts like functional integration into interorganizational integration, this study contributes to NPD literature by developing an integrated conceptual framework leading to a model of drivers and pathways of NPD success in the marketing–external design relationship. Building on the literature on NPD, design management and relationship marketing, and on nine dyadic case studies from the luxury fragrance and cosmetics industry, a content analysis was conducted, enriched by a crisp‐set qualitative comparative analysis (QCA). This research confirms several NPD success drivers suggested in the literature and reveals three new drivers: source of design expertise, designer brand commitment, and number of NPD stages involving designer. The first new driver (source of design expertise) impacts the relationship process, which then impacts NPD success, while the other two drivers (designer brand commitment, and number of NPD stages involving designer) directly influence NPD success. The paper also identifies the pathways of NPD success, showing that contact authority and designer brand commitment are necessary conditions for NPD success, especially when combined with a high number of NPD stages involving designer or a previous relationship. The results also indicate that pathways of NPD success may differ according to the source of design expertise. From a managerial perspective, this study provides recommendations to managers to select the right design partner and choose from a range of drivers and pathways to devise more effective ways to work with external designers, thereby leading to NPD success. [ABSTRACT FROM AUTHOR]