How crowdsourcing delivers authentic insights and/or breakthrough innovation


(click on image to access article)

Here’s a blog post I recently wrote about crowdsourcing. The inspiration came from an academic paper of French researchers Jean-Fabrice Lebraty and Katia Lobre who identify two relevant sources of value for crowdsourcing: innovation (new ideas, concepts and uses) and authenticity (brand perception, marketing message etc.). I thought this had to be shared, and therefore translated into English! Glad to find it on, I hope it will encourage mature discussion about the concept of crowdsourcing in marketing.

EDIT (June 26th): The article won the CIGREF-AIM 2011 award, which rewards the best article published in the French academic journal Systèmes d’Information et Management.

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