ZAANGAŻOWANIE KONSUMENTÓW W ROZWÓJ MAREK POPRZEZ DZIAŁANIA CROWDSOURCINGOWE NA RYNKU ŻYWNOŚCI
CONSUMERS PARTICIPATION IN BRAND DEVELOPMENT THROUGH CROWDSOURCING IN THE FOOD MARKET
Author(s): Natalia Przeździecka-Czyżewska, Julita Szlachciuk, Irena OzimekSubject(s): Economy, Financial Markets, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: crowdsourcing; co-creation; food; consumer;
Summary/Abstract: Crowdsourcing is a new business model which relies on the involvement of consumers in creation and development of brands. It is mainly a effect of online co-creation what can be a source of innovative ideas. Crowdsourcing allows firms to use the input of multiple sources to develop solutions for strategic issues or to find better ways to complete tasks. The purpose of this articles is to show a few examples of crowdsourcing in the food market and to present the benefits and limitations of such co-creation.
Journal: Studia i Prace WNEIZ US
- Issue Year: 2016
- Issue No: 43/2
- Page Range: 219-227
- Page Count: 9
- Language: Polish