Digital History workshop: Crowdsourcing in the Humanities and cultural heritage sector. Victoria University of Wellington 23 April 2013
Session: Factors that influence an organization’s decision to adopt crowdsourcing: A review of the literature
Presenter: Thuan Nguyen
http://wtap.vuw.ac.nz/wordpress/digital-history/events/crowdsourcing-workshop/presenters/
Factors that influence an organization’s decision to adopt crowdsourcing: A review of the literature
1. Presenter: Nguyen Hoang Thuan
PhD student, School of Information Management, VUW
Crowdsourcing workshop, Tuesday 23 April 2013, Wellington
2. Outline
Introduction
Method
A preliminary
framework
Future research
Decision to crowdsource
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3. Intro: Crowdsourcing and Organization
Crowdsourcing Organizations
(E.g. Wikipedia, Amazon Flexible business model
Mechanical External experts
Turk, Threadless, InnoCentive, iSt Innovation
ockphoto)
Cost savings
Intelligence of the crowd
Customer relationship
Expertise and skills
Massive participation
Dynamic environment
Crowdsourcing may possibly benefit
organizations, however...
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4. Introduction: Research problem
A survey in 2010 (Andriole, 2010) reported that
only 10% of surveyed organizations have deployed
a crowdsourcing strategy
Analysing whether crowdsourcing is suitable or
not for a particular organizational context
What factors influencing the decision to crowdsource?
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5. Method: Structured literature review
Selecting articles:
Searched with ‘crowdsourcing’ keyword
ACM, IEEE, ScienceDirect, SAGE, SpringerLink and
Emerald
500 articles
Filtering articles focus on design issues (Kittur et al.
(2012)’s framework)
Resulting: 384 articles
Classifying articles related to crowdsourcing decision
38 articles + 10 articles (forward and backward search)
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7. Future research
Framework
Evaluate
Develop a mathematic model
To build a comprehensive framework and tool
supporting : decide, design and implement
crowdsourcing activities
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8. Reference
1. Andriole, S.J., Business impact of Web 2.0
technologies. Communications of the ACM, 2010.
53(12): p. 67-79.
2. Kittur, A., et al. The Future of Crowd Work. in 16th
ACM Conference on Computer Supported Coooperative
Work (CSCW 2013), Forthcoming. 2012.
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The term crowdsourcing has been used to refer to a model which organizations send out their tasks to the crowd, a large undefined group of individualSome successful crowdsourcing examples areSome of them used to solve the simple tasksOther, like InnoCentive, focus on more complex one like problem solving tasks. Literature has suggested some potentialities of crowdsourcing including Dynamic environment (Can be flexible and perform different types of tasks)From the organizational point of view, it is not new when organizations outsourcing a task for outside vendor (e.g. outsource). By dong so, these organizations wantFor example, normally when an organization wants to perform a task, it needs to set up a project, hide employee and so on.. With crowdsourcing, this organization doesn’t need fixed contracts with employees.More than 40% member of iStockphoto have participated in real artistic activitiesMore than 40% problems published on InnoCentive have found the solutionsHow much money we can spend to hide a company to write all the articles on Wikipedia, but actually it is freeThreadless, it does not only ask their users for the design, but it also sells the T-Shirt design to these users. Consequently, crowdsourcing helps this website to increase the customer relationshipConsequently, from organizational point of view, the crowdsourcing potentialities can benefit organizations’ business processes
