The case study underlines the emergence of crowdsourcing with the rise of Web 2.0, as a viable medium for the execution of services. Crowdsourcing can be seen as a way to obtain service, information, or idea utilizing collaboration from a group or dispersed individuals instead of the typical producer-consumer model. Crowdsourcing is generally done through a platform such as the Internet, social media, or an app. It helps provide ground for such a collaborative environment. A competitive problem is supplied by someone seeking a solution or service, and the person providing the solution or service is compensated in exchange for suitable arrangements. Harnessing the power of the open internet and diversified social channels to obtain a solution instead of a specific group is the foundation of crowdsourcing.
Crowdsourcing platforms
The case study majorly highlights three specific use cases of crowdsourcing and how it can be utilized by organizations. The crowdsourcing platform InnoCentive was developed for companies and individuals to state the problem with award amounts specified. The best bid from individuals was awarded the final sum. Another similar example is the model of Cambrian House which later evolved into a platform that businesses can use called the Chaordix. Both of these examples show how individuals can help large corporations to overcome their problems by providing innovative solutions. Often it is also about obtaining a more efficient or affordable solution than the one present. The example illustrated was that of Exxon oil spills in Alaska for which a simple solution was provided by an individual who worked in construction but was not thought about by the Exxon research team. The third major example is related to reporting and journalism where a website called OhMyNews was set up that accepted news articles from individuals instead of hiring full-time journalists. The model was extremely successful, and it has grown tremendously since its inception.
Pros and Cons of Crowdsourcing
In each of the cases mentioned above, there is a common theme of quality management programs integrated as a part of the process. This is done either at the initial stages or in some cases in between. For example, in the case of OhMyNews, there is a team of strict copy writers that monitor and approve the content submission from the crowd. The cost-effectiveness of these models is very successful as crowdsourcing is on a bid-placement basis and the requesting party usually offers what can be afforded. The ideas of crowdsourcing are now also widely expanded from the time the Case study was written. Websites such as Upwork and Fiverr for services and Etsy for products are a few examples of it. While working in structured teams, there is a possibility of ideas getting tunnel-visioned and this may be counterproductive to growth. Crowdsourcing provides an alternative to such scenarios by keeping the structure of the organization intact and in return integrating with small capacity external help that will foster growth.
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