Crowdsourcing: Looking for a Pattern
Journal Title: Journal of Emerging Trends in Marketing and Management - Year 2016, Vol 0, Issue 1
Abstract
Crowdsourcing is emerging increasingly as a pattern for acquiring resources, mainly creativity, from the crowd. The use of new technologies has changed the way people work, and effected the design and innovation processes of firms even in more traditional sectors. This paper frames the crowdsourcing in the marketing perspective of the value co-creation by using an abductive and explorative research approach. This study identifies the main typologies of crowdsourcing projects and investigates the most popular cases for each typology; it depicts crowdsourcing according a value co-creation framework and enhances research on resource integration by, a literature review and evidences about the development of crowdsourcing in Italy. The paper provides illustrations of different crowdsourcing alternatives. The contribution to the debate on the topic consists of proposing a managerial practice to draw up a crowdsourcing project.
Authors and Affiliations
Maria Colurcio, Stella Carè, Angela Caridà, Monia Melia
Keywords
Related Articles
- EP ID EP265726
- DOI -
- Views 122
- Downloads 0
Marketing Approaches to Attract Investments in Municipalities
In recent decades there has been an increase in competition between municipalities, including among the towns themselves. The free movement of people, goods and capital within the EU and the liberalization of regulations...
Experiential Marketing and Advertising Efficiency – a Marketing Experiment
The present paper describes a marketing experiment which studied the influence of music on advertising. It was shown that with the help of music, ads can be viewed for longer periods, demonstrating once again that humans...
The Industrial Internet of Things from a Management Perspective: A Systematic Review of Current Literature
The Industrial Internet of Things (IIoT) refers to a novel manufacturing paradigm. In its core, it enables real-time, smart, horizontal, and vertical connection of machines, objects, and people resulting in a smart facto...
“3G” Business Model for Marketing 4.0: Implications for Circular Economy
During the last decades the world is in a permanent flux due to the rapid development of ICT. Marketing practice is changing with the same pace while marketing academia is still lagging behind. Digital technologies are b...
Crowdsourcing and Outsourcing: Friends or Foes?
Crowdsourcing and outsourcing are alternative ways for performing business activities by companies. The purpose of this paper is to explore what type of marketing activities are nowadays outsourced and crowdsourced by en...