Crowdsourcing for Marketing Success

This term is used to describe how organizations began leveraging internet users to outsource tasks. 

Over the years, the notion has been defined in a variety of ways with specific application to business, government, and nonprofit organizations' innovation effort.

Examples: Waze (an app where users can report traffic jams and gives directions for the best route) and Airbnb (a travel website where individuals can let out their homes)

Many crowdsourcing platforms have adopted interdependent ideation where customers can be exposed to or inspired by other peoples' ideas when defining their own. 

However, it showed that a high level of interconnectivity can negatively impact innovativeness among ideas produced.

Moreover, using an innovation contest do not stimulate creative performance because with an ever-increasing number of ideas produced, this demotivated participants. Noncompetitive exposure benefits participants more because it inspires creative efforts.