Edited by Marika Lüders, Tor W. Andreassen, Simon Clatworthy and Tore Hillestad
Chapter 17: Crowdsourcing for innovation: companies as trustees
The use of websites for crowdsourcing user input for service innovation purposes has become popular. Customers and other stakeholders are invited to propose, comment on and vote for suggestions and ideas for product and service innovations. Catchphrases such as ‘the smartest people do not work for you’ and ‘the wisdom of crowds’ epitomize the ambition, yet companies might find it surprisingly difficult to manage and convert heterogeneous insights from the crowd into actual innovations. The chapter examines the experiences of two companies: an IT company using a company-internal website for gathering and elaborating ideas from their 10 000 employees, and a bank with four years of experience with an ideation website for engaging its customers in contributing ideas for service innovation. Findings suggest that companies experience trust-related issues because of the expectations raised by inviting an extended network of people into innovation work. The companies as trustees need to ensure they can be trusted by following up on contributions, or else the innovation websites become empty tokens of employee and customer involvement and empowerment.
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.