12 APR 2017 · By partnering with the masses through innovative campaigns, companies can benefit from a vast amount of expertise, enthusiasm and goodwill, rather than from paid labour.
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 crowd's needs in order to to maximize value for all involved in the co-creation project?
Zeynep Arsel, associate professor of marketing at the John Molson School of Business, investigated these questions in a new article published by the Journal of the Association for Consumer Research.