Wykorzystanie crowdsourcingu w sferze usług – możliwości i ograniczenia
The use of crowdsourcing in services sector – possibilities and limitations

Summary/Abstract: Crowdsourcing is a relatively new term and means the phenomenon of involving consumers in the life of brands. It is mainly a consequence of online communities creation, which can be a source of ideas and product innovations but not only. In Poland, crowdsourcing is not as popular as in other countries of Western Europe or the U.S., however, it has its supporters, who, for several years, have been using this method. The purpose of this article is to identify opportunities to use crowdsourcing in services and to present the benefits and limitations of using crowdsoursing in marketing of services companies. The article uses the diagnostic analysis of literature and examples from the world and from the Polish market.

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