What is Proactive Tools

This chapter investigates the role of digital tools in the value co-creation process of creative contests. Based on a multidisciplinary literature and a discourse analysis of existing creative and innovation contests, the authors identify four categories of tools that affect the value co-creation process: proactive and reactive, trial-and-error, and social learning tools. A synthesizing framework presents how the integration of these tools is beneficial to the exchange of resources between the different stakeholders of creative crowdsourcing. The authors further identify practical tools (i.e., instructive and promoting, creativity supporting, collaborative, and evaluating tools), which intervene in the three phases of crowdsourcing activities (i.e., before, during, and after).