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Faculty & Research


Why Crowdsourcing Fails

Journal Article
Crowdsourcing - asking an undefined group of external contributors to work on tasks - allows organizations to tap into the expertise of people around the world. Crowdsourcing is known to increase innovation and loyalty to brands, but many organizations struggle to leverage its potential, as the authors' research shows. Most often this is because organizations fail to properly plan for all the different stages of crowd engagement. In this paper, the authors use several examples to explain these challenges and offer advice for how organizations can overcome them.

Associate Professor of Entrepreneurship and Family Enterprise