Vol. 12 / No. 1 / 2020

Crowd Innovation: Hype or Help?

Platforms • Contests • Conflict Management • Open Strategy • Social Innovation • NASA Interview

In this issue we explore different types of crowdsourcing – from microtasking to collaborative innovation. We discuss success factors in different contexts and for problems from product innovation to social innovation or even strategy.  We investigate why consumers are willing to share their expertise, often for free, but also factors that may upset a crowd and make participants act against a company. Further we learn from NASA’s extensive crowdsourcing experience in amazing innovation challenges and how the Swiss soft drink company Rivella worked with a crowd to create new flavors.

Guest editor
Kurt Matzler, Professor of Strategic Management, University of Innsbruck, Austria



Article overview

Professor Kurt Matzler presents the special issue of the NIM Marketing Intelligence Review "Crowd Innovation: Hype or Help"