However, there is still uncertainty over which challenges or specific problems can be solved by crowdsourcing. Then there is the issue of selecting a suitable crowdsourcing platform.
Therefore, crowdsourcing is often used in a suboptimal way. So it is no wonder that the outcomes are disappointing. What should be done in order for crowdsourcing to be used effectively?
How to create value with crowdsourcing
Firstly, what exactly is crowdsourcing? It is a knowledge management tool (another example of such a tool is brainstorming). Crowdsourcing involves taking a job from a designated agent (an employee) and outsourcing it usually to a large group in the form of an open call.
In other words, crowdsourcing isn’t only about a crowd. It involves:
- outsourcing a job
- aiming at a crowd of external contributors
Two approaches to crowdsourcing
So how this can be used to solve business challenges? We can reduce all possible crowdsourcing tasks to two main branches:
- adding capacity
- accessing expertise (crowdsourced innovation)
Both these branches have their own characteristic features. The rules of engagement for both also differ, according to the business2community.com website. Adding capacity means using a lot of people who can easily contribute to a subtask of some larger job. Accessing expertise is about idea generation and problem-solving.
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