How to Manage Crowdsourcing Platforms Effectively

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Blohm, I., Zogaj, S., Bretschneider, U., & Leimeister, J. (2020). How to Manage Crowdsourcing Platforms Effectively. NIM Marketing Intelligence Review, 12(1), 18-23. DOI: https://doi.org/10.2478/nimmir-2020-0003

Year

2020

Authors

Ivo Blohm,
Shkodran Zogaj,
Ulrich Bretschneider,
Jan Marco Leimeister

Publication title

How to Manage Crowdsourcing Platforms Effectively

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NIM Marketing Intelligence Review

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Ivo Blohm, Shkodran Zogaj, Ulrich Bretschneider and Jan Marco Leimeister

Crowdsourced tasks are very diverse – and so are platform types. They fall into four categories, each demanding different governance mechanisms. The main goal of microtasking crowdsourcing platforms is the scalable and time-efficient batch processing of highly repetitive tasks. Crowdsourcing platforms for information pooling aggregate contributions such as votes, opinions, assessments and forecasts through approaches such as averaging, summation, or visualization. Broadcast search platforms collect contributions to solve tasks in order to gain alternative insights and solutions from people outside the organization, and are particularly suited for solving challenging technical, analytical, scientific, or creative problems. Open collaboration platforms invite contributors to team up to jointly solve complex problems in cases where solutions require the integration of distributed knowledge and the skills of many contributors. Companies establishing crowdsourcing platforms of any type should continuously monitor and adjust their governance mechanisms. Quality and quantity of contributions, project runtime, or the effort for conducting the crowdsourcing project may be good starting points.

Authors

Ivo Blohm, Assistant Professor for Data Science & Management, University of St. Gallen, Switzerland, ivo.blohm@unisg.ch
Shkodran Zogaj, Research Assistant, University of Kassel, Germany
Ulrich Bretschneider, Interim Professor Corporate Entrepreneurship & Digital Transformation, University of Witten/Herdecke, Germany
Jan Marco Leimeister, Full Professor for Information Systems Research, University of St. Gallen & University of Kassel, Germany, janmarco.leimeister@unisg.ch

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