Crowdsourcing in a time of empowered stakeholders: Lessons from crowdsourcing campaigns

被引：26

作者：

Wilson, Matthew ^{[1
]}

Robson, Karen ^{[2
]}

Botha, Elsamari ^{[3
]}

机构：

[1] Royal Inst Technol KTH, Lindstedtsvdgen 30, S-11428 Stockholm, Sweden

[2] Cent Michigan Univ, Coll Business Adm, 1200 South Franklin St, Mt Pleasant, MI 48859 USA

[3] Univ Cape Town, Sch Management Studies, Rondebosch 7701, Cape Town, South Africa

来源：

BUSINESS HORIZONS | 2017年 / 60卷 / 02期

关键词：

Crowdsourcing; Crowdfunding; Creative consumer; Consumer backlash; Crowdthink; Crowd hijacking; CROWD;

D O I：

10.1016/j.bushor.2016.11.009

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Crowdsourcing can test a company's willingness to relinquish control to key stakeholders. Using past examples of four failed crowdsourcing initiatives, we explore the negative and unintended consequences of crowdsourcing in an age when stakeholders are empowered to speak their minds, make a mockery of organizational initiatives, and direct initiatives as it suits their own agenda. The concepts of crowdthink and crowd hijacking are introduced, and advice is given on how managers can avoid or anticipate some of the potential issues that arise during crowdsourcing endeavors. With these considerations, managers can harness the power of crowds effectively to achieve organizational goals with limited negative consequences. (C) 2016 Kelley School of Business, Indiana University. Published by Elsevier Inc. All rights reserved.

引用

页码：247 / 253

页数：7