How do companies manage post-crowdsourcing (idea implementation and communication) by considering the role of all stakeholders?

Details

Supervisors

STEILS, Nadia

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

As customer needs become more personalised and dynamic, the traditional approach to product innovation not only delays product launches, resulting in a low return on investment for the product, but also causes companies to incur high R&D costs. Therefore, when the crowdsourcing emerge, an innovation model that allows the use of online mass resources to obtain innovative idea with low costs , it attracted a large number of companies to apply it. However, if the crowdsourcing process is not managed properly, there is also a risk that the brand image will be damaged and that participants will be less willing to participate next time. Furthermore, considering that little research has been conducted on these issues in the post-crowdsourcing management process, this paper focuses on the post-crowdsourcing management process and analyses the stakeholders and communication strategies involved in this process. Through the analysis of sample data, the paper ultimately finds that company size and the type of crowdsourcing task affects the management process, the stakeholders involved and the communication strategies used. The paper therefore concludes with recommendations on the four aspects of the crowdsourcing process, and on the management details and stakeholders that need to be communicated at each stage. It provides a reference for companies of different sizes to better apply the crowdsourcing innovation model.