Abstract

Crowdsourcing—asking an undefined group of external contributors to work on tasks—allows organizations to tap into the expertise of people around the world. Crowdsourcing is known to increase innovation and loyalty to brands, but many organizations struggle to leverage its potential, as our research shows. Most often this is because organizations fail to properly plan for all the different stages of crowd engagement. In this paper, we use several examples to explain these challenges and offer advice for how organizations can overcome them.

Details

Title
Why crowdsourcing fails
Author
Dahlander Linus 1 ; Piezunka Henning 2   VIAFID ORCID Logo 

1  ESMT, Berlin, Germany (GRID:grid.434239.b) (ISNI:0000 0001 2288 2583) 
2  INSEAD, Fontainebleau, France (GRID:grid.424837.e) (ISNI:0000 0004 1791 3287) 
Publication year
2020
Publication date
Dec 2020
Publisher
Springer Nature B.V.
e-ISSN
2245408X
Source type
Scholarly Journal
Language of publication
English
DOI
https://doi.org/10.1186/s41469-020-00088-7
ProQuest document ID
2473306450
Copyright
© The Author(s) 2020. This work is published under http://creativecommons.org/licenses/by/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.