Co-creators in innovation ecosystems. Part II: Crowdsprings 'Crowd in action

Abstract

Nowadays the customers changed their roles from co-producers to co-creators as a result of technology disclosure, open innovation acknowledgement and the use of innovation as the main driver for organizational growth. This switch to a complex and adaptive ecosystem became an anchor point for the development of new products, especially within value co-creation processes. From this point of view, the emerging industries are the most relevant for key aspects identification in terms of innovative products and processes, and creativity enhancement. This paper aims to highlight the main features of crowdsourcing implementation within these industries. The research methodology is based on the use of case study approach in order to illustrate how creative companies implement crowdsourcing within their activities. Thus, there will be identified the most relevant features and crowdsourcing activities or processes adopted by the company Crowdspring. A detailed analysis of the platform will reveal how company interacts with their clients or other relevant stakeholders. Also, there will be highlighted the importance of the power of crowd within product development process, starting from the ideation stage. The analysis of creative industries platforms, such as Crowdspring, will reveal the main process of ideas gathering, development and implementation through creative tasks.