Consumer-Focused Crowdsourcing: Seductive Illusions with Far-Reaching Consequences
Sprache des Vortragstitels:
Englisch
Original Tagungtitel:
EGOS 2013
Sprache des Tagungstitel:
Englisch
Original Kurzfassung:
Abstract: In this paper we examine how the application of crowdsourcing leads to shifts in both consumer and producer roles. Crowdsourcing provides new means for producers to integrate consumers into the value creation process. Firms successfully attract the desire of consumers to co-create in the areas of product configuration, design and innovation. However, some firms restrict consumer suggestions to a small set of low-risk ideas. In these cases, firms apply crowdsourcing primarily for promotion and advertising as well as for market research purposes. Seeking ideas for new product development plays a secondary role only, indicating a lack of interest in consumers? creativity. At the same time, this application of crowdsourcing may serve as a low-key introduction that lowers the resistance to shaping the producer role in design, engineering and R&D.
Sprache der Kurzfassung:
Englisch
Englischer Vortragstitel:
Consumer-Focused Crowdsourcing: Seductive Illusions with Far-Reaching Consequences