Crowdsourcing as a service – from pilot projects to sustainable innovation routines

Abstract

While crowdsourcing may strengthen a company's innovation performance, it is only rarely embedded in organizations as an innovation practice. Our action research shows that organizations often struggle with crowdsourcing projects as they represent a different form of innovation projects and require additional capabilities and skills e.g., to frame a crowd challenge, deal with IP rights, manage the crowd, or integrate the vast input into innovation projects. To overcome these problems, organizations have to invest in project-led learning to establish easy-to-use templates and routines e.g., to handle offered incentives or the applied winner selection processes. They further need to enable business-led learning as the established innovation structures, processes, and management practices do not cope with crowdsourcing projects and present some rigidities causing high coordination efforts. Organizations that are willing to run a number of consecutive crowdsourcing projects may rapidly improve their capabilities and even come up with scalable crowdsourcing services. Our findings further suggest that crowdsourcing, digital platforms, artificial intelligence, and as-a-service approaches may also add to general project capability building.