Переводчик Софронов Михаил Анатольевич

Crowdsourcing is a newly developed term which refers to the process of
outsourcing of activities by a firm to an online community or crowd in the form of an
‘open call’. Any member of the crowd can then complete an assigned task and be
paid for their efforts. Although this form of labour organisation was pioneered in the
computing sector, businesses have started to use ‘crowdsourcing’ for a diverse range
of tasks that they find can be better completed by members of a crowd rather than by
their own employees. This paper examines how firms are utilising crowdsourcing for
the completion of marketing-related tasks, concentrating on the three broad areas of
product development, advertising and promotion, and marketing research. It is found
that some firms are using crowdsourcing to locate large numbers of individuals
willing to complete largely menial repetitive tasks for limited financial compensation.
Other firms utilise crowdsourcing to solicit solutions to particular tasks from a crowd
of diverse and/or expert opinions. Conclusions are drawn regarding the advantages
and the limitations of crowdsourcing and the potential for the future use of
crowdsourcing in additional marketing-related applications.
What is ‘crowdsourcing’?
The term ‘Crowdsourcing’ was introduced by Jeff Howe and Mark Robinson in a
Wired Magazine article in June 2006.