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
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- EP ID EP265726
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