Strategies for Leveraging Crowds

Publications

Download

Suggested Citation

Dahlander, L., & Piezunka, H. (2020). Strategies for Leveraging Crowds. NIM Marketing Intelligence Review, 12(1), 25-29. DOI: https://doi.org/10.2478/nimmir-2020-0004

Year

2020

Authors

Linus Dahlander,
Henning Piezunka

Publication title

Strategies for Leveraging Crowds

Publication

NIM Marketing Intelligence Review

Download

Linus Dahlander and Henning Piezunka

Crowds can be very effective, but that is not always the case. To actually render the usage of crowds effective, several factors need to be aligned: crowd composition, the right question at the right time, and the right analytic method applied to the responses. Specific skills are mandatory to tap into the creativity of a crowd, harness it effectively and transform it into offers that markets value.
The “DBAS” framework is recommended to successfully implement a crowd project. It consists of four stages, and in each phase some key questions need to be addressed. Each decision along the DBAS pathway matters and how you navigate each stage can either reinforce or undermine decisions made at the other stages. The right degree of innovativeness, listening to contributors and informing participants openly about the fate of rejected ideas are key success factors that require special attention. To continually improve the odds of success, crowdsourcing should best be treated as a continual iterative churn.

Authors

Linus Dahlander, Professor of Strategy, ESMT Berlin, Germany, linus.dahlander@esmt.org
Henning Piezunka, Professor of Entrepreneurship and Family Enterprise, INSEAD, France, henning.piezunka@insead.edu

Share Publication

Copy link

Here you can find more exciting articles of this issue.

To the entire issue

Solutions to some of the most challenging problems have always come from people that are neither specialists nor experts in the focal field.

Crowdsourced tasks are very diverse – and so are platform types. They fall into four categories, each demanding different governance …

The gains from crowdsourcing can be high, but so can the risks. Contests may become a nightmare for the sponsoring …

While innovation contests have become very popular, the inclusion of crowds in the strategy process is less common.

Social innovations, just as any other form of innovation, can benefit from crowd engagement. However, the enthusiasm for crowdsourcing …

NASA’s record of innovations is truly awesome. Every child knows about the first man on the moon and the space shuttle program, or marvels …

The development of new beverage concepts in close cooperation with consumers via crowdsourcing was a great success for Rivella AG overall, …

Scroll to top

Other articles of the MIR issue “Crowd Innovation: Hype or Help?”