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“Crowdsourcing”, yes… but you’ve got to know the drill

Published on
09 June 2016

Crowdsourcing refers to the simultaneous use of intelligence, creativity and know-how of a large number of people – the “crowd” – on the web. These requests are initiated via a call for project via an internet platform. The ambition: improve the firm’s innovation capabilities to support its business and marketing development. Because regardless of the industry, in a context of cut-throat competition, crowdsourcing happens to be an unlimited source of innovation. Let’s zoom on the common pitfalls.

Crowdsourcing consists in the acquisition of external resources to generate novel ideas. These pioneering projects then come in support to the entire innovation process, and bring in the creativity and originality that it may sometimes lack.

“Too frequently, innovations are incremental, while a rupture would be necessary to generate value. Such a rupture may be induced by a crowdsourcing approach”, explains Dr. Cédric Chaffois, author of a thesis published on the topic in 2015.

Based in Hong-Kong since early 2016, he is currently head of the sales department for the ASEAN region at Carlsberg.

Transferring the crowdsourcing mindset to your teams

“The biggest interest of crowdsourcing is the swift access, at moderate costs, to a large pool of innovative ideas, generated by very creative internet users, while the resources allocated to brainstorming techniques in firms are often low. However, as Dr. Cédric Chaffois qualifies, managing a successful crowdsourcing campaign requires some determination and experience in regards to the process.”

Therefore, one pre-requisite is to explain the in and out of a crowdsourcing campaign to the marketing and business development departments of the firm so that the employees affected by the initiative do not perceive it as a competing, but instead as a complementary one. Similarly, securing a pool of both financial and human resources is essential to lead the project to its end. Therefore, in two months’ time, from the preliminary brief to the choice of the most promising concepts, an ongoing analysis of the ideas that emanate from the crowd is essential.

“Undoubtedly, even the brightest “outsourced” ideas are worth nothing if its commercial and operational implementation are not up to the mark”. Hence the following advices:

Moving from raw materials to gold nuggets

  • The brand – platform pair must interact ahead of the project. The success of a campaign is determined to a large extent by the way a problem is presented to the crowd. In order to efficiently address creative people, one must translate a marketing issue into a compelling question that will spark curiosity and motivation. Customizing language and phrasing the problem in an enticing way is essential.
  • Do not expect the “raw” idea generated within a couple of days to be as advanced as a concept developed within a dedicated agency. A concept that emanates from the crowd is (almost) never completed, but is potentially more original, and is thus more valuable. The proper execution of the idea, and sometimes its combination with other ideas thanks to resources internal to the organization, is essential to make the most of it.
  • Achieving optimization in the crowdsourcing process requires practice.  For that reason, dedicated crowdsourcing platforms will be able to share their expertise with you and boost your learning curve. The price will be dictated by the size and quality of the team. Prices range from 5,000€ to 50,000€ depending of the campaigns and its options.
  • The crowd has nothing to do with the representative sample of a survey institute. Biases may intervene with the results, and a critical insight from the marketing and R&D departments will always be necessary. However, the emerging topics or trends are as many potential future commercial successes, especially when the crowd is made of random individuals and future consumers, but also of professionals from the creative industry or talented artists”.

Some crowdsourcing platforms

MATHEMATICS AND SCIENCE

  • Innocentive (R&D, mathematics, fundamental research)
  • Ninesigma

MARKETING, DESIGN, COMMUNICATION

  • 99 designs
  • Zooppa

CREATIVITY, MEDIA, DESIGN

  • Jovoto
  • Eyeka

DEDICATED BRANDS PLATFORMS

  • ID Storm (Dell)
  • BMW future Lab
  • My Starbucks idea

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    Les fondamentaux culturels d'un pays influent-ils sur la performance d’un système de production, et selon quels critères ? Dans le cadre d’une thèse (DBA) soutenue à GEM, Laurent Rannaz, Président de Caterpillar France, dévoile les ressorts du...

  • Published on 07 December 2016

    Lessons in Innovation Management from Bob Dylan

    When Bob Dylan was awarded the Nobel Prize for literature there were many lifelong fans who thought ‘about time’, ‘at last’ and ‘finally’. It is hard to ignore the contribution of an artist who has had a creative stream lasting more than fifty years.

  • David Gotteland est professeur de marketing à Grenoble Ecole de Management
    Published on 17 November 2016

    A 360° Vision for Product and Service Innovation

    As global competitiveness forces companies to innovate and distinguish themselves, this 360° method for innovation focuses on capturing and using a company’s creative potential. The profiling tool was implemented by Grenoble Ecole de Management and...

  • Daniel Ray, enseignant-chercheur à GEM, démontre comment la satisfaction client influe sur la rentabilité de l’entreprise, en calculant son « loyalty model ».
    Published on 08 November 2016

    Capitalizing on Your Customer Relationships

    How to implement a sustainable and profitable customer culture? Discover the answer with Daniel Ray’s Loyalty Model.

  • Published on 14 November 2016

    Leçon de management de l’innovation selon Bob Dylan

    L’innovation n’est pas seulement radicale elle est aussi progressive pour réajuster, améliorer l’existant. Mark Smith dans un article de The Conversation, analyse le parcours de Bob Dylan et montre comment il est un acteur de l'innovation permanente.

  • Daniel Ray, enseignant-chercheur à GEM, démontre comment la satisfaction client influe sur la rentabilité de l’entreprise, en calculant son « loyalty model ».
    Published on 08 November 2016

    Comment valoriser son « capital client » ?

    comment la satisfaction client influe sur la rentabilité de l’entreprise, en calculant son « loyalty model ». Par Daniel Ray, enseignant-chercheur à GEM.

  • Published on 04 November 2016

    L’innovation intensive : une stratégie à bout de souffle

    Les déboires de Samsung montrent les limites de la stratégie de compétition par l’innovation intensive. Séverine Le Loarne préconise comme alternative la stratégie du SAV pour laisser le temps aux entreprises de lancer de vraies innovations.

  • Published on 27 October 2016

    Prélèvement de l’impôt à la source : comment ça marche ?

    Le prélèvement de l’impôt directement auprès des employeurs apparait comme une simplification. Michel Albouy de l’équipe de recherche Finance Innovation Gouvernance, analyse le dispositif et ses contraintes dans son nouvel article de The Conversation

  • Published on 19 October 2016

    Le Galaxy Note 7 de Samsung : quel impact sur l'industrie du smartphone ?

    La nouvelle est tombée le mardi 11 octobre 2016 : Samsung a annoncé l’arrêt de la production du Galaxy Note 7. Dans un communiqué envoyé aux médias américains, la marque coréenne indiquait de façon lapidaire que : « La sécurité de nos clients...

  • Published on 17 October 2016

    Ascetic Entrepreneurship- an Elite Prosopography

    David Kee (DBA Graduate 2016) is currently an assistant professor of management at the Caster College of Business at Harding University in Searcy, Arkansas, and also the faculty liaison for the Waldron Entrepreneurship and Family Business Center....

  • Published on 17 October 2016

    Peut-on vraiment s’enrichir grâce aux marchés financiers ?

    Le prix des actifs financiers fluctue dans le temps. Il n’existe pas de technique miracle pour être sûr de gagner. Luc Meunier et François Desmoulins-Lebeault abordent la question de la gestion du risque dans leur nouvelle tribune de TheConversation.

  • MIA BIRAU, Post-doc au département Marketing  Doctorate of Philosophy, Grenoble Ecole de Mangement
    Published on 11 October 2016

    Recherche : gaspillage alimentaire : oui aux produits moches

    Grenoble Ecole de Management (GEM) publie les résultats de ses recherches sur les leviers psychologiques du gaspillage alimentaire. Un des objectifs est de contribuer à la prévention de certains comportements.

  • Mark Smith est professeur en des ressources humaines et doyen du corps professoral à Grenoble Ecole de Management
    Published on 11 October 2016

    Nomination : Mark Smith élu nouveau doyen du corps professoral de Grenoble Ecole de Management

    Les professeurs de Grenoble Ecole de Management se sont prononcés le 1er octobre 2016 : Mark Smith, professeur à GEM depuis 2007, a été élu nouveau doyen du corps professoral de l’Ecole de la CCI Grenoble pour quatre ans. Il succède à Jean-Philippe...

  • Collaboration
    Published on 10 October 2016

    The DBA: The missing link?

    Grenoble Ecole de Management Director of Executive Education, Gaël FOUILLARD discusses the benefits of collaboration between researchers and corporate partners and points out the advantages of efficiently connecting both parties in order to bring...

  • Published on 14 September 2016

    Praticité : pour ou contre ?

    Les dispositifs techniques censés réduire les efforts inutiles, aboutiraient à une taylorisation des gestes de la vie quotidienne. Dans une tribune de The Conversation Raffi Duymedjian se questionne sur les effets néfastes de la praticité.

  • Research on ski resorts environnemental strategies
    Published on 08 September 2016

    Does it pay to be green? The case of French ski resorts

    In France, ski resorts are famous and attract tourists the world over. Yet managers have to deal with a major problem to improve their competitiveness: they must develop the right environmental strategies to positively impact their performance....

  • Published on 05 August 2016

    Entreprises et jazz : quelle place pour l'improvisation ?

    L’improvisation programmée : le jazz, le planifié et l’indéterminé L’improvisation dans les entreprises est généralement considérée selon deux formes bien particulières. Soit elle se manifeste pour pallier un manque ou une défaillance de la...

  • Published on 04 August 2016

    Network structure of ideas and breakthrough product concepts

    Innovation teams are tasked to generate new product concepts that are then evaluated for their originality and feasibility for future development.

  • Published on 01 August 2016

    Les femmes dirigeantes sont-elles de bons stratèges en période crise ?

    Dans sa chronique "Entrepreneuriales' Séverine Le Loarne se questionne sur les femmes dirigeantes d’entreprises en difficulté. Si la stratégie n’est pas genrée, une femme prend autant de risques qu’un homme, le star-système économique lui est...

  • Published on 28 July 2016

    Inégalités de capital : des conséquences souvent ignorées

    La publication en 2013 du Capital au XXIe siècle par Thomas Piketty a focalisé le débat économique sur les inégalités de revenus. Comme plusieurs leaders l’ont déclaré, depuis le pape François jusqu’à Barack Obama, les inégalités grandissantes sont...

  • Federico Pigni, Professor at Grenoble Ecole de Management
    Published on 01 July 2016

    Research: Creating Value from Digital Data Streams

    The big data era is upon us. Startups, major companies, organizations and governments are all rushing to extract essential insights from big data. Yet in doing so, many have overlooked the potential value of the digital data streams (DDS) that make...

  • Federico Pigni, Professor at Grenoble Ecole de Management
    Published on 01 July 2016

    Recherche : Le big data temps réel, une nouvelle source de création de valeur

    Enregistrés et analysés en quasi temps réel grâce aux progrès de la technologie, les flux de données du big data donnent naissance à de nouveaux services créateurs de valeur. Une étude portant sur 171 initiatives du monde entier décrypte la logique...

  • Business Transfer Ecosystem in France: Situation Analysis in 2015
    Published on 22 June 2016

    Business Transfer Ecosystem in France: Situation Analysis in 2015

    Every year, approximately 150,000 business transfers fail in Europe threatening some 600,000 jobs. BTAR's European project, launched in early 2015, aims to target the vulnerabilities in business transfer systems and draw on best practices in order...

  • Published on 22 April 2016

    Quand Shakespeare entre en jeu ...

    Cette semaine, nous célébrons les 400 ans de la mort de Shakespeare. Après avoir été analysé, joué, étudié, critiqué, mis en scène, adapté et réadapté, le barde a fait son entrée dans le monde du serious game : que peut-il encore remettre en jeu...

  • Research: the impact of performance evaluations on an individual's network.
    Published on 22 April 2016

    Research: Positive Performance Evaluations Help Employees Develop Internal Networks

    Interactions are an essential part of any organization. Whether it is receiving help from colleagues or gaining access to crucial information, developing a strong internal network makes it easier for an employee to get things done. This latest study...

  • Research: the impact of performance evaluations on an individual's network.
    Published on 22 April 2016

    Recherche : Les salariés reconnus font prospérer leur réseau interne

    Un salarié dont le niveau de performance est reconnu par ses managers étend son réseau de contacts au sein de son entreprise et l'exploite davantage. Dans le cas contraire, il réduit le nombre de ses contacts. C'est la conclusion d'une étude sur 150...

  • Published on 21 April 2016

    Quand les processus d'innovation revêtent leur col noir: Chanel et Jobs

    Steve Jobs est décédé en 2011, quarante ans à quelques mois près après Coco Chanel (1883-1971). Aussitôt se sont envolées les ventes de pulls noirs à col roulé, lequel donne progressivement son nom à une nouvelle catégorie de travailleurs : les «...

  • Published on 21 April 2016

    Génération Y au sein de l'entreprise et pédagogie : où en est-on ?

    Le sujet des générations Y/Z suscite un intérêt croissant en entreprise, où il vient « rafraîchir » des thèmes plus anciens tels que le management intergénérationnel, la reconnaissance, l’exemplarité ou encore la marque employeur. En tant que...

  • Published on 12 April 2016

    Art et créativité : le serious game est-il Dada ?

    Dada a 100 ans! Ce mouvement artistique anticonformiste a vu le jour au Cabaret Voltaire à Zurich en février 1916. En prônant la liberté de création sous toutes ses formes, il a ouvert la voie à plusieurs mouvements et groupes créatifs dont le...

  • Published on 03 March 2016

    Du cost-killer à l’acheteur intrapreneur, un nouveau métier

    Depuis les années 1990, les acheteurs sont souvent assimilés à des cost killers. Leur principale mission consisterait en effet à réduire au maximum les coûts des approvisionnements. À cette image négative est également associée une accusation forte...

  • Published on 03 March 2016

    Quelle gouvernance pour Renault avec l’État actionnaire ?

    Interrogé le 25 novembre 2015, à l’Assemblée nationale, au sujet de la participation de l’État dans le capital de Renault, le ministre de l’économie, Emmanuel Macron déclarait : « L’objectif de l’État en tant qu’actionnaire de long terme, c’est de...

  • Published on 01 February 2016

    How to Understand Managers, Researchers, and Chocolate-Chip Cookies

    How to Understand Managers, Researchers, and Chocolate-Chip Cookies This month Greg Molecke and Sanchayan Sengupta, both PhD full-time students at Grenoble Ecole de Management share their thoughts on what managers can learn from researchers and how...

  •  Thibault Daudigeos is a researcher in Sustainability, Corporate Social Reponsibility, Alternative forms of Organization, Sharing economy, and new models of management at Grenoble Ecole de Management.
    Published on 26 January 2016

    Research: Corporate Social Responsibility at Odds with Global Markets?

    Corporate social responsibility (CSR) policies have received much attention for their potential to improve societal conditions while creating value for companies. However, this latest study from Grenoble Ecole de Management highlights the fact that...

  •  Thibault Daudigeos is a researcher in Sustainability, Corporate Social Reponsibility, Alternative forms of Organization, Sharing economy, and new models of management at Grenoble Ecole de Management.
    Published on 26 January 2016

    Recherche : Responsabilité sociale des entreprises globalisées, plus facile à dire qu’à faire

    Les démarches de Responsabilité sociale des entreprises (RSE) sont censées créer de la valeur. Pourtant, elles peinent à se mettre en place dans les secteurs où les chaînes de valeur sont éclatées : elles coûtent cher et ne profitent pas forcément à...

  • Published on 18 January 2016

    Refugees entering Europe: a positive impact on the economy ?

    The majority of European CFOs believe that refugees entering Europe will have a positive impact on the economy. Nearly 60 percent% of European CFOs believe that accepting migrants will help solve the looming demographic problems their nations face...

  • Research: Email-free collaboration among knowledge worker
    Published on 13 January 2016

    Email-free collaboration among knowledge workers

    Social collaboration technologies have spread rapidly among many organizations, offering a unique opportunity to improve the exchange of knowledge among employees. These technologies inevitably raise questions about the future of email, as intensive...

  • Published on 07 January 2016

    Baromètre du climat des affaires : l’optimisme se stabilise

    Nous rapportons dans ce document la perception du climat des affaires par les responsables financiers français et la comparons aux résultats obtenus en Europe et dans le reste du monde. Nous évaluons également les sources de risque pour l'entreprise...

  • Published on 04 January 2016

    Recherche : Produit d’origine locale, une mention qui parle au consommateur

    La mention « origine locale » apposée sur un produit alimentaire déclenche chez le consommateur des perceptions plus positives et une intention d'achat plus forte qu'un produit d'une autre région française. Trois études portant sur 632 consommateurs...

  • Published on 23 December 2015

    Market knowledge influenced by CEOs’ personality

    Logically, market knowledge (MK) improves firm performance. Yet, knowledge of how MK develops remains sparse. In this study, Barthélemy Chollet, associate professor and researcher from the Social Networks, Innovation and Entrepreneurship team, and...

  • Published on 16 December 2015

    The implementation of complex business models

    Ryan Rumble,PhD student, and Vincent Mangematin, scientific director of research, are members of the Business Models and Strategy research team. In this article they reveal how business models are adopted in practice, and explored the relationship...

  • Published on 08 December 2015

    Book : Making Innovation Last

    « Unlike any book in our fields, this book is explicitly cross disciplinary even as it focuses on innovation streams over time… I could not recommend this book more highly; it has the potential to be a landmark contribution” Michael L. Tushman,...

  • Published on 25 November 2015

    Sharing economy: an identity crisis for developing companies

    “The sharing economy offers a new economic model that disrupts traditional markets such as the automotive and hotel industries. Yet, as these new models evolve from community-based interactions to the wide-scale monetization of individual resources...

  • -	Projet CHESS – Connected Health Early Stage Researcher Support System
    Published on 08 September 2015

    Connected Health: the New Health Management Models

    Save lives and improve quality of living during and after treatment in the most cost-effective way: the promises of connected health are opening encouraging horizons for the future of healthcare systems. Connected health will contribute to creating...

  • Published on 07 September 2015

    Energy market barometer report: the development of energy prices

    The next Conference of Parties to the United Nations Framework Convention on Climate Change (COP21) will take place in Paris from 30 November to 11 December. The Paris Climate Summit, announced as one of the biggest climate negotiations in history,...

  • Published on 16 July 2015

    Research: Unraveling the Link Between Managerial Risk-Taking and Innovation - the Mediating Role of a Risk-Taking Climate

    Innovation has become a crucial factor for companies looking to maintain their competitive advantage. Yet creating innovative ideas requires a certain level of risk-taking. While research on this subject has focused primarily on risk-taking at one...

  • Published on 03 July 2015

    Making a success of your business transfer: new tools developed for a European project

    Every year, approximately 150,000 business transfers fail in Europe threatening some 600,000 jobs. BTAR's European project, launched in early 2015, aims to target the vulnerabilities in business transfer systems and draw on best practices in order...

  • Mark Olsthoorn, professor and researcher at Grenoble Ecole de Mangement
    Published on 07 April 2015

    Barriers to Electricity Load Shift in Companies, a Survey-Based Exploration of the End-User Perspective

    Overcoming the barriers to renewable energy systems is a key challenge. In shifting from centralized fossil-fuel energy production to decentralized solar and wind energy production, countries are being forced to act on multiple fronts : flexible...

  • Mark Olsthoorn, professor and researcher at Grenoble Ecole de Mangement
    Published on 07 April 2015

    Recherche : Effacement de consommation électrique, pourquoi les industriels hésitent

    En acceptant de réduire leur consommation électrique lors de pics de demande, les industriels faciliteraient l'équilibrage des réseaux de distribution. Or, ils ont de solides arguments pour ne pas jouer la carte de la flexibilité. Une étude les...

  • Vincent Mangematin, Associate Dean for Corporate Relations and Research at Grenoble Ecole de Management
    Published on 17 March 2015

    Orchestrating Innovation with User Communities in the Creative Industries

    In search of continuous innovation, the digital creative industries have expanded their interactions with user communities to develop their products. This study highlights the evolution of these company-user relationships that allow for fluid...