Case Studies on the Exploitation of Crowd-Sourcing with Web 2.0 Functionalities

Crowd-sourcing appears more promising with Web 2.0 functionality and businesses have started using it for a wide range of activities, that would be better completed by a crowd rather than any specific pool of knowledge workers. However, relatively little is known about how a business can leverage on collective intelligence and capture the user- generated value for competitive advantage. This empirical study uses the principle of interpretive field research to validate the case findings with a descriptive multiple case study methodology. An extended theoretical framework to identify the important considerations at strategic and functional levels for the effective use of crowd-sourcing is proposed. The analytic framework uses five Business Strategy Components: Vision and Strategy, Human Capital, Infrastructure, Linkage and Trust, and External Environment. It also uses four Web 2.0 Functional Components: Social Networking, Interaction Orientation, Customization & Personalization, and User- added Value. By using these components as analytic lenses, the case research examines how successful e-commerce firms may deploy Web 2.0 functionalities for effective use of crowd-sourcing. Prioritization of these functional considerations might be favorable in some cases for the best fit of situations and limitations. In conclusion, it is important that the alignment between strategy and functional components is maintained

Case studies on the effective use of crowdsourcing in web 2.0 environments.

Crowdsourcing appears more promising with Web 2.0 functionality; and businesses have started using crowdsourcing for a wide range of activity that would be better completed by a crowd rather than any specific pool of knowledge workers. However, relatively little is known about how a business can leverage on collective intelligence and capture the user-generated value for the competitive advantage. This dissertation proposes an extended theoretical framework to identify the important considerations at strategic and functional levels for the effective use of crowdsourcing. The analytic framework uses five Business Strategy Components: Vision and Strategy, Human Capital, Infrastructure, Linkage and Trust, and External Environment. It also uses four Web 2.0 Functional Components: Social Networking, Interaction Orientation, Customization & Personalization, and User-added Value. By using these components as analytic lenses, the case research examines how successful ecommerce firms may deploy Web 2.0 functionalities for effective use of crowdsourcing. It is found that all analytic components are relevant considerations for crowdsourcing initiatives and their effective use. However, how firms approach for effective crowdsourcing usage is subject to their different objectives, and nature of the business. Prioritization of these considerations might be favorable in some cases for the best fir of situations and limitations. In any case, the alignment between strategy and functional components needs to be maintained. This dissertation also explores the principle for interpretive field research to validate the case findings with a descriptive multiple case study methodology.​Master of Science (Information Studies