Hanging with the right crowd: Matching crowdsourcing need to crowd characteristics

“Crowdsourcing” is the use of large groups of individuals to perform tasks commonly performed by employees or designated agents. Many organizations are attempting to tap into the crowd’s productivity and knowledge, however, we know little about the strategic use of the crowd to meet specific organizational needs. Based on a review of literature, interviews with practitioners, and exploratory case studies, a framework matching organizational need to key characteristics of the crowd is presented. The theoretical contribution of this study is the development of a framework from which researchers can begin to further define key uses and characteristics associated with the phenomenon of crowdsourcing. Its contribution to practice is the development of preliminary guidelines for matching the right crowd to the right job.

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