Crowdsourcing: Challenging traditional value creation and innovation frameworks

Abstract

This study represents early scholarship into crowdsourcing which is defined as outsourcing work to a large, undefined crowd through an open call. The study attempts to answer scholarly calls for research by examining how crowdsourcing aligns with or challenges traditional value creation and innovation frameworks. We use a qualitative, case study approach to examine five ‘pure-play’ crowdsourcing firms utilizing informants comprising firm executives matched with firm crowd members. Findings reveal crowdsourcing firms create value through five elements including size/ scale, innovation/ novelty/ disruption, transactional efficiency, organic growth and relationships/ trust. We found significant..