How best to market a crowdsourced product?
In the old days, companies developed products for their customers.
The idea that the customer would have any role in the process beyond
expressing a particular colour or flavour preference seemed unthinkable.
Henry Ford supposedly said that if he had asked people what they wanted, they would have said, a faster horse. Today, more and more companies have concluded that Ford was too pessimistic and that customers actually have a lot of imagination.
|Journal||RSM Discovery - Management Knowledge|
|Note||This article draws its inspiration from the paper The Value of Marketing Crowdsourced New Products as Such: Evidence from Two Randomized Field Experiments, written by Hidehiko Nishikawa, Martin Schreier, Christoph Fuchs, and Susumu Ogawa, and accepted for publication in the Journal of Marketing Research (2017).|
Fuchs, C. (2017). How best to market a crowdsourced product?. RSM Discovery - Management Knowledge, 29(1), 15–17. Retrieved from http://hdl.handle.net/1765/98614