The role(s) of gamification in knowledge management

Shpakova, Agnessa and Dörfler, Viktor and MacBryde, Jillian (2016) The role(s) of gamification in knowledge management. In: EURAM 2016: 16th Annual Conference of the European Academy of Management, 2016-06-01 - 2016-06-04, Université Paris Est Créteil.

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Gamification is a new, but an increasingly popular approach, which proved to be powerful in many areas, such as education and marketing, and has entered the area of internal corporate applications. This exploratory study is focused on a particular part of corporate environment – gamification being a medium of interactions of knowledge workers with each other. By providing a literature review of gamification and combining it with the exploratory case-study of an online retailer, Zappos, we demonstrate the ways in which gamification helps to identify various types of knowledge workers and influence their dynamics, as well as we open a wide range of areas for further research.