From Wikipedia to ninety-nine designs, and Google to LEGO, crowdsourcing has changed the way the world does business.
By partnering with the masses through innovative campaigns, companies can benefit from a vast amount of expertise, enthusiasm and goodwill, rather than from paid labor.
But what’s in it for the crowd?
Why do ordinary people sign on to help design or produce a product without much compensation? Why do they volunteer their time and skills to a company that profits? And how can a firm better address the cro.....