Marketing Practices Under The Crowdsourcing Perspective: A Multicole Study

Luciano Augusto Toledo, Adriana Beatriz Madeira, Marcos Fernando Garber, Felix Hugo Aguero

Abstract


Crowdsourcing is a newly developed term that refers to the process of participating a company's activities through an online community, openly and closed. Any member of this community can complete assigned tasks and be paid or not. Although it originated in the computing industry, companies began using crowdsourcing for a wide range of tasks. It turns out that companies are using crowdsourcing to accomplish the tasks related to the market, focusing on three major areas: product development, advertising, promotion, and marketing research. This work will make use of the qualitative research through the method of the case. The unit of analysis to be used will be marketing activities based on crowdsourcing. Finally, the subjects of study for the understanding of the phenomenon to be studied were COCA COLA, PEPSICO, NETFLIX, and AMAZON.


Keywords


Marketing; Crowdsourcing; Strategy

References


Aaker, D. A., & Mcloughlin, D. (2010). Strategic market management: global perspectives. UK: John Wiley & Sons, 2010.

Affeldt, B. (2012). Aspects and potentials of crowdsourcing. GRIN Verlag GmbH; 1 edition. March 20.

Baines, P., Fill, C., & Page, K. (2013). Essentials of marketing. Oxford: Oxford University Press.

Bestglobalbrand. (2014). Rankings 2014. Disponível em: . Acesso em: 4/7/2016.

Boyce, W. S. (2014). Supply Chain Relationships in Procurement: Is Collaboration Reality?

Brabham, D. C. (2013). Crowdsourcing. Boston: The MIT Press.

Brooks, J. (2011). Virtualizing the client. eWeek, v. 28, n. 8, p. 6.

Demo, P. (1995). Metodologia Cientifica Em Ciencias Sociais. [S.l.]: Atlas.

Diógenes, E. (2005). Metodologia e epistemologia na produção científica. Alagoas: EDUFAL.

Eskenazi, M., Levow, G.-A., Meng, H., Parent, G., & Suendermann, D. (2013). Crowdsourcing for speech processing: applications to data collection, transcription and assessment. Oxford, UK: John Wiley & Sons.

Frow, P. et al. (2015). Managing Co-creation Design: A Strategic Approach to Innovation. British Journal of Management, v. 26, n. 3, p. n/a–n/a, 22 feb.

Gatautis, R., & Vitkauskaite, E. (2014). Crowdsourcing Application in Marketing Activities. Procedia - Social and Behavioral Sciences, v. 110, p. 1243–1250, 24 January.

Göb, J. (2010). Marketing Intelligence: Wissen als Entscheidungsgrundlage im Marketing. German: Gabler Verlag.

Gummesson, E., Kuusela, H., & Närvänen, E. (2014). Reinventing marketing strategy by recasting supplier/customer roles. Journal of Service Management, v. 25, p. 228–240.

Hooley, G. J., Piercy, N. F., (2008) Nicoulaud, B. Marketing strategy and competitive positioning. 4th edition. UK: Pearson/Prentice Hall.

Hooley, G. J., Saunders, J. A., & Piercy, N. F. (2001). Estratégia de marketing e posicionamento competitivo. São Paulo: Pearson Education do Brasil.

Hossain, M., & Kauranen, I. (2015). Crowdsourcing: a comprehensive literature review. Strategic Outsourcing: An International Journal. Emerald Group Publishing Limited.

Howard, M. et al. (2015). Learning to collaborate through collaboration: How allying with expert firms influences collaborative innovation within novice firms. Strategic Management Journal, p. n/a–n/a, Sep.

IDGNOW. (2018) Metricas. disponível em : acesso em fevereiro de 2018.

Kotler, P., & Keller, K. (2009) Marketing management: Analysis, planning, and control. London: Prentice Hall.

Kotler, P., Kartajaya, H., & Setiawan, I. (2011). Marketing 3.0: from products to customers to the human spirit. US: John Wiley & Sons.

Lambin, J.-J. (2002). Marketing estratégico. Porto Alegre: Bookman.

Lambin, J.-J. (2009)Capitalism and Sustainable Development. Symphonya, Emerging Issues in Management, v. 2.

Lambin, J.J., Chumpitaz, R., & Schuiling, I. (2007). Market driven management: strategic and operational marketing. New Jersey: Palgrave Macmillan.

Li, M., Han, W., Park, J. H., Xiong, N., & Li, Z. (2011). The effect and strategy research of the secure E-commerce by the application of P2P. Mathematical and Computer Modelling, v. 54, n. 1-2, July, p. 175-183.

Libert, B., & Spector, J. (2010). 9 rules for successful crowdsourcing. FT Press.

Mckenna, R. (1995). Real-time marketing. Harvard Business Review, v. 73, n. 4, p. 87-95.

Mozota, B. B. D. (1998). Structuring Strategic Design Management : Michael Porter’s Value Chain. Design Management Journal (Former Series), v. 9, issue 2, Spring, p. 26-31.

Nobre, H., & Silva, D. (2014). Social Network Marketing Strategy and SME Strategy Benefits. Journal of Transnational Management, v. 19, n. 2, p. 138–151.

Oishi, K., Cebrian, M., Abeliuk, A., & Masuda, N. (2014). Iterated crowdsourcing dilemma game. Scientific reports, v. 4, n. 4100.

Pettey, C., & Goasduff, L. (2011). Gartner Says Worldwide Mobile Application Store Revenue Forecast to Surpass 15 Billion in 2011. Disponível em: . Acesso em: 14/6/2016.

Rampazzo, Lino. (2005). Metodologia científica. [S.l.]: Edições Loyola.

Ren, J. et al. (2015). Exploiting mobile crowdsourcing for pervasive cloud services: challenges and solutions. IEEE Communications Magazine, v. 53, n. 3, p. 98–105.

Rosenbloom, B. (2015). Six Classic Distribution Paradigms for Global Marketing Channel Strategy. SYMPHONYA Emerging Issues in Management, n. 1.

Stanke, T., & Drogosch, S. (2015). The Use of Crowdsourcing as a Strategic Marketing Tool - An Examination of Brand Perceptions and Behavioral Intentions.

Stottlemyre, S. A. (2015). HUMINT, OSINT, or Something New? Defining Crowdsourced Intelligence. International Journal of Intelligence and CounterIntelligence, v. 28, n. 3, p. 578–589.

Toledo, L. A. (2011). Marketing planning and organization structures. Revista Gestão Industrial, v. 7, n. 2, p. 172–186.

Toledo, L. A.; Shiraishi, G. F. (2009). Estudo de caso em pesquisas exploratórias qualitativas: um ensaio para a proposta de protocolo do estudo de caso. Revista da FAE, Curitiba, p. 103–119.

Ulph, C. (2011). Marketing strategies used by intel to create a sustainable market position. GRIN Verlag.

Yin, R. K. (2015). Estudo de caso: planejamento e métodos. 5 Ed. Porto Alegre: Bookman, 2015.

Zhu, F., & Godes, D. (2009). Impact of online consumer reviews on sales: The Moderating Role of Product and Consumer Characteristics. Journal of Marketing, v. 74, n. 2, p. 133-148.




DOI: https://doi.org/10.24023/FutureJournal/2175-5825/2019.v11i1.372

Article Metrics

Metrics Loading ...

Metrics powered by PLOS ALM


Bookmark and Share


Copyright (c) 2019 Future Studies Research Journal: Trends and Strategies

Future Stud. Res. J. e-ISSN: 2175-5825

Mailing Address: Avenida Drª Ruth Cardoso, 7221 - CEP 05425-070 - Pinheiros - São Paulo/SP - Brasil

The publications of this journal are licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.