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Factors that influence an organization’s decision to adopt crowdsourcing: A review of the literature
- 1. Presenter: Nguyen Hoang Thuan PhD student, School of Information Management, VUW Crowdsourcing workshop, Tuesday 23 April 2013, Wellington
- 2. Outline Introduction Method A preliminary framework Future research Decision to crowdsource 2
- 3. Intro: Crowdsourcing and Organization Crowdsourcing Organizations (E.g. Wikipedia, Amazon Flexible business model Mechanical External experts Turk, Threadless, InnoCentive, iSt Innovation ockphoto) Cost savings Intelligence of the crowd Customer relationship Expertise and skills Massive participation Dynamic environment Crowdsourcing may possibly benefit organizations, however... 3
- 4. Introduction: Research problem A survey in 2010 (Andriole, 2010) reported that only 10% of surveyed organizations have deployed a crowdsourcing strategy Analysing whether crowdsourcing is suitable or not for a particular organizational context What factors influencing the decision to crowdsource? 4
- 5. Method: Structured literature review Selecting articles: Searched with ‘crowdsourcing’ keyword ACM, IEEE, ScienceDirect, SAGE, SpringerLink and Emerald 500 articles Filtering articles focus on design issues (Kittur et al. (2012)’s framework) Resulting: 384 articles Classifying articles related to crowdsourcing decision 38 articles + 10 articles (forward and backward search) 5
- 7. Future research Framework Evaluate Develop a mathematic model To build a comprehensive framework and tool supporting : decide, design and implement crowdsourcing activities 7
- 8. Reference 1. Andriole, S.J., Business impact of Web 2.0 technologies. Communications of the ACM, 2010. 53(12): p. 67-79. 2. Kittur, A., et al. The Future of Crowd Work. in 16th ACM Conference on Computer Supported Coooperative Work (CSCW 2013), Forthcoming. 2012. 8
- 9. Thanks for your attention ! Advice & Discussion 9
Editor's Notes
- The term crowdsourcing has been used to refer to a model which organizations send out their tasks to the crowd, a large undefined group of individualSome successful crowdsourcing examples areSome of them used to solve the simple tasksOther, like InnoCentive, focus on more complex one like problem solving tasks. Literature has suggested some potentialities of crowdsourcing including Dynamic environment (Can be flexible and perform different types of tasks)From the organizational point of view, it is not new when organizations outsourcing a task for outside vendor (e.g. outsource). By dong so, these organizations wantFor example, normally when an organization wants to perform a task, it needs to set up a project, hide employee and so on.. With crowdsourcing, this organization doesn’t need fixed contracts with employees.More than 40% member of iStockphoto have participated in real artistic activitiesMore than 40% problems published on InnoCentive have found the solutionsHow much money we can spend to hide a company to write all the articles on Wikipedia, but actually it is freeThreadless, it does not only ask their users for the design, but it also sells the T-Shirt design to these users. Consequently, crowdsourcing helps this website to increase the customer relationshipConsequently, from organizational point of view, the crowdsourcing potentialities can benefit organizations’ business processes