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عنوان فارسی مقاله:
برون سپاری و کنترل برند
عنوان انگلیسی مقاله:
Crowdsourcing and brand control
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Crowdsourcing and the crowd
Historically, a crowd has been described as a selforganized group of people who come together for a common purpose (Prpic´, Shukla, Kietzmann, & McCarthy, 2015). This common purpose is often focused around a specific goal or event, after which the group disperses (Kozinets, Hemetsberger, & Schau, 2008). Crowds act as change agents that can be perceived as either positive or negative (Prpic´ et al., 2015). Often, the unifying purpose of the crowd determines the valence of that crowd’s meaning. For example, group activities such as competing, creating a video collectively, organizing rallies, or petitioning or boycotting organizations would be seen as positive crowd manifestations (Kozinets et al., 2008; Prpic´ et al., 2015). Conversely, mobs and riots are crowds that can be seen in a negative light (Prpic´ et al., 2015). As crowdsourcing has gained traction in business, the power, influence, and impact of the crowd has been seen as a positive force for corporations (Kozinets et al., 2008; Prpic´ et al., 2015). The purpose of crowdsourcing is to harness the collective knowledge, value, and creativity of a group of people. As stated, crowdsourcing was originally defined as ‘‘taking a function once performed by employees and outsourcing it to an undefined (and generally large) network of people in the form of an open call’’ (Howe, 2006, p. 1). The idea behind the original definition of crowdsourcing was that organizations could learn a great deal from non-professionals and consumers in order to improve products and offerings. Ideally, the collective knowledge of the group BUSHOR-1351; No. of Pages 10 2 A.S. Bal et al. would be stronger than that of a few individuals within an organization. Today, crowdsourcing is defined more broadly (Xu, Ribeiro-Soriano, & Gonazalez-Garcia, 2015). Although many definitions exist, crowdsourcing typically is considered the act of using a group of people to make decisions, innovate, and solve problems (Boudreau & Lakhani, 2013; DesignCrowd, 2016; Howe, 2006). Numerous categorization models are available to better understand crowdsourcing and its nuances. One method categorizes different types of crowdsourcing as either competitive or collaborative (Blohm, Leimeister, & Krcmar, 2013). Using this categorization, competitive crowdsourcing focuses on gathering and communicating solutions, while collaborative crowdsourcing centers on the group working together to generate a single solution (Blohm et al., 2013). Some have argued that firms will be more successful if they can adequately implement both of these types of crowdsourcing methods (Zhao & Zhu, 2014).
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کلمات کلیدی:
Crowdsourcing: Embrace Thy Consumer | wedü wedu.com/blog/crowdsourcing-embrace-thy-consumer/ Sorry, folks. Any marketer reading this post is acutely aware they no longer have control of their brand. The speed and rate with which consumers absorb ... Crowd Control: The Rise of Crowdsourcing by Landor - WPP www.wpp.com › Reading Room › Design Ben Chandler and Nick Foley of Landor look at how marketers can empower consumers to influence the identity of their brands. 3 Global Brands Show How Crowdsourcing Is Done - Forbes https://www.forbes.com/sites/.../3-global-brands-show-how-crowdsourcing-is-done/ Mar 28, 2016 - This past December I wrote an article on the state of crowdsourcing. In that piece I referenced a study which showed that 85% of the Best ... Crowdsourcing: Beyond the Basics | Convince and Convert: Social ... www.convinceandconvert.com/social-media.../crowdsourcing-beyond-the-basics/ Crowdsourcing is evolving beyond the shiny contest model and into ... Do you think Ford has more or less 'control' of their current and future brand image today ...
