Open AccessTHE CHALLENGE AND OPPORTUNITIES OF CROWDSOURCING WEB COMMUNITIES: AN ITALIAN CASE STUDY
Author(s) -
Maria Chiara Di Guardo,
Manuel Castriotta
Publication year - 2013
Publication title -
international journal of electronic commerce studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.196
H-Index - 9
eISSN - 2410-8588
pISSN - 2073-9729
DOI - 10.7903/ijecs.1112
Subject(s) - crowdsourcing , netnography , collective intelligence , open innovation , exploratory research , knowledge management , web 2.0 , process (computing) , business , data science , world wide web , computer science , the internet , sociology , social media , social science , operating system
The present study explored the impact of a crowdsourcing strategy on the firm’s inventive activities. To investigate this area, we drew on an exploratory qualitative case study using a Netnography approach to analyze the open innovation experience and crowdsourcing strategy of a large Italian company in the bakery sector, the Mulino Bianco. This paper has implications for future research on crowdsourcing, particularly regarding the effective use of collective intelligence in the innovation process