Crowdsourcing as production model that uses collective intelligence, the collaborative culture and the formation of communities

Detalhes bibliográficos
Autor(a) principal: Toledo, Luciano Augusto
Data de Publicação: 2019
Outros Autores: Leon, Felix Hugo Aguero Diaz
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Revista de Administração e Inovação
Texto Completo: https://www.revistas.usp.br/rai/article/view/166074
Resumo: Purpose – It has been verified that companies are using crowdsourcing to carry out tasks related with the market, concentrating on three main areas: product development, advertising and promotion and market research. This study aims to carry out qualitative research using the case study method. The analysis unit that will be used will be marketing activities based on crowdsourcing. Finally, the study subjects used to understand the phenomenon are Coca Cola, PepsiCo, Netflix and Amazon. Design/methodology/approach – For this study, the decision was made to use the case study method due to its qualitative character. Thus, the analysis unit of the study is composed of the activities of the company investigated related to the activities of the marketing information system. For this study, a unique case study was used. The object companies were Coca Cola, PepsiCo, Netflix and Amazon. Findings – A significant number of advantages are therefore perceived for companies that adopt mass collaboration practices in the research and development of products. The strategic importance of this concept for companies that launch themselves into these surprising endeavors is ever more clear and consolidated in their planning. It is up to those sectors that are responsible for communication to think of strategies that incorporate the collaborative work of consumers into their actions. Research limitations/implications – The study presents some limitations that give rise to the opportunity to embark on future studies. As it is an exploratory study, there was no validation of causality between variables, which may diminish the empirical value of the findings. In this context, the sample is small and non-probabilistic, which on one hand made applying the interviews in the field study viable, but on the other does not enable the results to be generalized. Practical implications – The transfer of power to crowds of consumers has led to a reduction in costs. This combination of innovative and cost reduction constitutes value innovation, a basic factor for customer retention, standing apart from the competition and obtaining appreciable results, thus reducing mortality. Social implications – A collaborative action is an integrated marketing and communication action. In the same way, using bloggers to evaluate products today is a basic form of research and development, networking and communication with consumers, who become co-creators of products and services, as well as interlocutors with those responsible for corporate communication. Originality/value – A significant number of advantages are therefore perceived for companies that adopt mass collaboration practices in the research and development of products. The strategic importance of this concept for companies that launch themselves into these surprising endeavors is even more clear and consolidated in their planning. It is up to those sectors that are responsible for communication to think of strategies that incorporate the collaborative work of consumers into their actions.
id USP-40_8784bd0beac3e223dfbab9ae14ebe0f4
oai_identifier_str oai:revistas.usp.br:article/166074
network_acronym_str USP-40
network_name_str Revista de Administração e Inovação
repository_id_str
spelling Crowdsourcing as production model that uses collective intelligence, the collaborative culture and the formation of communitiesMarketingCrowdsourcingStrategyPurpose – It has been verified that companies are using crowdsourcing to carry out tasks related with the market, concentrating on three main areas: product development, advertising and promotion and market research. This study aims to carry out qualitative research using the case study method. The analysis unit that will be used will be marketing activities based on crowdsourcing. Finally, the study subjects used to understand the phenomenon are Coca Cola, PepsiCo, Netflix and Amazon. Design/methodology/approach – For this study, the decision was made to use the case study method due to its qualitative character. Thus, the analysis unit of the study is composed of the activities of the company investigated related to the activities of the marketing information system. For this study, a unique case study was used. The object companies were Coca Cola, PepsiCo, Netflix and Amazon. Findings – A significant number of advantages are therefore perceived for companies that adopt mass collaboration practices in the research and development of products. The strategic importance of this concept for companies that launch themselves into these surprising endeavors is ever more clear and consolidated in their planning. It is up to those sectors that are responsible for communication to think of strategies that incorporate the collaborative work of consumers into their actions. Research limitations/implications – The study presents some limitations that give rise to the opportunity to embark on future studies. As it is an exploratory study, there was no validation of causality between variables, which may diminish the empirical value of the findings. In this context, the sample is small and non-probabilistic, which on one hand made applying the interviews in the field study viable, but on the other does not enable the results to be generalized. Practical implications – The transfer of power to crowds of consumers has led to a reduction in costs. This combination of innovative and cost reduction constitutes value innovation, a basic factor for customer retention, standing apart from the competition and obtaining appreciable results, thus reducing mortality. Social implications – A collaborative action is an integrated marketing and communication action. In the same way, using bloggers to evaluate products today is a basic form of research and development, networking and communication with consumers, who become co-creators of products and services, as well as interlocutors with those responsible for corporate communication. Originality/value – A significant number of advantages are therefore perceived for companies that adopt mass collaboration practices in the research and development of products. The strategic importance of this concept for companies that launch themselves into these surprising endeavors is even more clear and consolidated in their planning. It is up to those sectors that are responsible for communication to think of strategies that incorporate the collaborative work of consumers into their actions.Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade2019-12-16info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistas.usp.br/rai/article/view/16607410.1108/INMR-06-2018-0040INMR - Innovation & Management Review; v. 16 n. 4 (2019); 344-3562515-8961reponame:Revista de Administração e Inovaçãoinstname:Universidade de São Paulo (USP)instacron:USPenghttps://www.revistas.usp.br/rai/article/view/166074/158932Toledo, Luciano AugustoLeon, Felix Hugo Aguero Diazinfo:eu-repo/semantics/openAccess2020-11-05T05:05:47Zoai:revistas.usp.br:article/166074Revistahttp://www.viannajr.edu.br/wp-content/uploads/2016/01/raiPUBhttp://www.revistas.usp.br/viaatlantica/oairevistarai@usp.br||tatianepgt@revistarai.org1809-20391809-2039opendoar:2020-11-05T05:05:47Revista de Administração e Inovação - Universidade de São Paulo (USP)false
dc.title.none.fl_str_mv Crowdsourcing as production model that uses collective intelligence, the collaborative culture and the formation of communities
title Crowdsourcing as production model that uses collective intelligence, the collaborative culture and the formation of communities
spellingShingle Crowdsourcing as production model that uses collective intelligence, the collaborative culture and the formation of communities
Toledo, Luciano Augusto
Marketing
Crowdsourcing
Strategy
title_short Crowdsourcing as production model that uses collective intelligence, the collaborative culture and the formation of communities
title_full Crowdsourcing as production model that uses collective intelligence, the collaborative culture and the formation of communities
title_fullStr Crowdsourcing as production model that uses collective intelligence, the collaborative culture and the formation of communities
title_full_unstemmed Crowdsourcing as production model that uses collective intelligence, the collaborative culture and the formation of communities
title_sort Crowdsourcing as production model that uses collective intelligence, the collaborative culture and the formation of communities
author Toledo, Luciano Augusto
author_facet Toledo, Luciano Augusto
Leon, Felix Hugo Aguero Diaz
author_role author
author2 Leon, Felix Hugo Aguero Diaz
author2_role author
dc.contributor.author.fl_str_mv Toledo, Luciano Augusto
Leon, Felix Hugo Aguero Diaz
dc.subject.por.fl_str_mv Marketing
Crowdsourcing
Strategy
topic Marketing
Crowdsourcing
Strategy
description Purpose – It has been verified that companies are using crowdsourcing to carry out tasks related with the market, concentrating on three main areas: product development, advertising and promotion and market research. This study aims to carry out qualitative research using the case study method. The analysis unit that will be used will be marketing activities based on crowdsourcing. Finally, the study subjects used to understand the phenomenon are Coca Cola, PepsiCo, Netflix and Amazon. Design/methodology/approach – For this study, the decision was made to use the case study method due to its qualitative character. Thus, the analysis unit of the study is composed of the activities of the company investigated related to the activities of the marketing information system. For this study, a unique case study was used. The object companies were Coca Cola, PepsiCo, Netflix and Amazon. Findings – A significant number of advantages are therefore perceived for companies that adopt mass collaboration practices in the research and development of products. The strategic importance of this concept for companies that launch themselves into these surprising endeavors is ever more clear and consolidated in their planning. It is up to those sectors that are responsible for communication to think of strategies that incorporate the collaborative work of consumers into their actions. Research limitations/implications – The study presents some limitations that give rise to the opportunity to embark on future studies. As it is an exploratory study, there was no validation of causality between variables, which may diminish the empirical value of the findings. In this context, the sample is small and non-probabilistic, which on one hand made applying the interviews in the field study viable, but on the other does not enable the results to be generalized. Practical implications – The transfer of power to crowds of consumers has led to a reduction in costs. This combination of innovative and cost reduction constitutes value innovation, a basic factor for customer retention, standing apart from the competition and obtaining appreciable results, thus reducing mortality. Social implications – A collaborative action is an integrated marketing and communication action. In the same way, using bloggers to evaluate products today is a basic form of research and development, networking and communication with consumers, who become co-creators of products and services, as well as interlocutors with those responsible for corporate communication. Originality/value – A significant number of advantages are therefore perceived for companies that adopt mass collaboration practices in the research and development of products. The strategic importance of this concept for companies that launch themselves into these surprising endeavors is even more clear and consolidated in their planning. It is up to those sectors that are responsible for communication to think of strategies that incorporate the collaborative work of consumers into their actions.
publishDate 2019
dc.date.none.fl_str_mv 2019-12-16
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistas.usp.br/rai/article/view/166074
10.1108/INMR-06-2018-0040
url https://www.revistas.usp.br/rai/article/view/166074
identifier_str_mv 10.1108/INMR-06-2018-0040
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://www.revistas.usp.br/rai/article/view/166074/158932
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade
publisher.none.fl_str_mv Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade
dc.source.none.fl_str_mv INMR - Innovation & Management Review; v. 16 n. 4 (2019); 344-356
2515-8961
reponame:Revista de Administração e Inovação
instname:Universidade de São Paulo (USP)
instacron:USP
instname_str Universidade de São Paulo (USP)
instacron_str USP
institution USP
reponame_str Revista de Administração e Inovação
collection Revista de Administração e Inovação
repository.name.fl_str_mv Revista de Administração e Inovação - Universidade de São Paulo (USP)
repository.mail.fl_str_mv revistarai@usp.br||tatianepgt@revistarai.org
_version_ 1800221937356505088