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Crowdsourcing for Transcultural Marketing and Innovation
Abstract
The contemporary information technology and changing habits of consumers using Web-based platforms provides new possibilities for companies to exploit the innovativeness and technical abilities of consumers in their research and development work. Because of international platforms, this kind of crowdsourcing is a source for transcultural incremental and radical innovations for companies. The purpose of this chapter is to introduce the concept and available literature of crowdsourcing and different international practical solutions of companies in exploiting crowdsourcing. Finally, this chapter discusses and classifies various types of crowdsourcing activities in the context of incremental and radical innovations, and innovation strategies of the firms.
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