Combining market and non market elements for value creation

Creative crowdsourcing: exploring the relationship between brand seeker and two-sided platform

Sara Scala, Federica Ceccotti, Alberto Pastore

The digital revolution and the new dynamics of co-creation (Prahalad and Ramaswamy, 2004) have increased consumers’ expressive potential and posed a challenge to companies: to experiment with new approaches to involve consumers who are increasingly “empowered” (Denegri-Knott et al., 2006) and, potentially, “creatives” (Berthon et al., 2008) eager to share their intangible resources like time, skills and knowledge to collaborate with the brand (Rossi, 2014). Therefore, in a hyper-connected and increasingly open context, companies must prove themselves adept at developing and exploiting the knowledge-based intangible resources available beyond their own boundaries. Among the various practices defined as inbound open innovation (Chesbrough, 2003), crowdsourcing has benefited the most from the powerful thrust of digitisation (Pisano and Verganti, 2008).

#agency-client relationship; two-sided platform #brand seeker #creative crowdsourcing #marketing communication