When creatives contest crowdsourcing: A netnographic approach

Perception des participants à un concours créatif, le cas Kinder Maxi

Sophie Renault ()
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Sophie Renault: LOG - Laboratoire Orléanais de Gestion (1998-2011) - UO - Université d'Orléans, VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours, IAE Caen - Institut d'Administration des Entreprises - Caen - UNICAEN - Université de Caen Normandie - NU - Normandie Université

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Abstract: With crowdsourcing, many organisations use the crowd's resources and skills. The use of crowdsourcing offers many advantages for an organisation. However, some denounce the dark side of crowdsourcing. Creative people see crowdsourcing as the "gangrene" of their profession. Using a netnographic approach, this research explores the reasons why some creative people are opposed to crowdsourcing. In response to this kind of criticism, we make recommendations and suggestions to the platforms.

Keywords: crowdsourcing; "crowd resistance"; "spec-work"; "creativity"; "netnography"; "résistance de la foule"; "travail spéculatif"; "créativité"; "netnographie" (search for similar items in EconPapers)
Date: 2015
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Published in La Revue des Sciences de Gestion, 2015, 2 (272), pp.85-94

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02484395

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