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عنوان فارسی مقاله:
جمع آوری اطلاعات در زمان ذینفعان توانمند: درس هایی از کمپین جمع سپاری
عنوان انگلیسی مقاله:
Crowdsourcing in a time of empowered stakeholders: Lessons from crowdsourcing campaigns
سال انتشار :2016
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بخشی از مقاله انگلیسی:
3. Crowdsourcing failures: Four examples
It is a common belief that managers can learn more from failures than from success. In this same vein, we provide four examples of crowdsourcing campaigns that did not achieve organizational goals. The first two are examples of idea crowdsourcing and the second two are examples of crowd voting. In the first example, we present a failed Chevy Tahoe campaign intended to solicit ideas for a new advertisement from a crowd. The second example is a crowdsourcing venture from the Obama administration in which the questions received from the public did not have the desired outcome. The third and fourth examples are both crowd voting campaigns that ended in undesirable outcomes, one led by the New York Mets and the other by the National Hockey League (NHL). These examples were chosen based on their diversity–—they represent crowdsourcing initiatives in advertising of vehicles, in politics, as well asin sports and entertainment. These examples each illustrate a different crowdsourcing context and goal, and each illustrate unique challenges faced by those in charge of these crowd-based initiatives. Managers developing or considering crowd-based initiatives in their organizations can learn from these extended examples. 3.1. Idea crowdsourcing gone amiss 3.1.1. The Chevy Tahoe The Chevy Tahoe was the most popular full-size sport utility vehicle in America in 2005, with over 150,000 units sold (Cain, 2014). After years without major upgrades, the Tahoe underwent a makeover and in March 2006 the Chevrolet marketing team devised an online contestto promote itsrelaunch. In an effort to live up to Chevy’s tagline (An American Revolution), the team wanted to take advantage of a new marketing tactic–—crowdsourcing usergenerated content. Contestants were invited to develop 30-second web video advertisements that showcased the Tahoe’s new features. To encourage submissions, Chevy created a dedicated microsite, Chevyapprentice.com, that housed a simple video editing tool as well as music and video clips provided by the company. Users had the ability to edit the material and add their own captions, and were then encouraged to share the videos on YouTube and other social media platforms.
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کلمات کلیدی:
The Value of Crowdsourcing: Can Users Really Compete with ... onlinelibrary.wiley.com/doi/10.1111/j.1540-5885.2011.00893.x/abstract by MK Poetz - 2012 - Cited by 692 - Related articles Jan 20, 2012 - The Value of Crowdsourcing: Can Users Really Compete with ... Sabine Beer, and Thomas Rohaczek for the time and effort they invested in this project. ... The study reveals that the crowdsourcing process generated user ideas ... Botha, Crowdsourcing in a time of empowered stakeholders: Lessons from ... Managing Information Services: A Sustainable Approach https://books.google.com/books?isbn=1409406962 Jo Bryson - 2011 - Language Arts & Disciplines CROWDSOURCING Increasingly organizations are using Web 2.0 and ... and collective intelligence that exists in the community and with stakeholders. ... to be a clear purpose and objectives as well as the ability to respond in real time. ... to act in the right ways and empower them to know and trust others in the network. Outlooks and Insights on Group Decision and Negotiation: 15th ... https://books.google.com/books?isbn=3319195158 Bogumił Kamiński, Gregory E. Kersten, Tomasz Szapiro - 2015 - Computers 3.1 Decisions to Resource Crowdsourcing A participant in this research noted ... time to complete and anticipated contribution to the achievement of strategic ... the stakeholder's viewpoint in an empowered, authentic and immediate manner, ...
