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Beyond the expected benefits: unpacking value co-creation in crowdsourcing business models

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  • Ivan Fedorenko

    (Bentley University)

  • Pierre Berthon

    (Bentley University)

Abstract

This paper explores how value is co-created in crowdsourcing business models. We envision crowd contributors as a special kind of non-consumer multi-role stakeholder. Our model suggests that the value they derive from monetary rewards and other expected benefits of participation is mediated by experiential value and identity value. The latter is driven by contributors’ identification with a crowdsourcing platform as a virtual ‘space’ for co-creation, and by the peer identification with other contributors. Both experiential and identity value creation are positively impacted by perceived control, which reflects contributors’ perception of co-creation governance and fosters identification.

Suggested Citation

  • Ivan Fedorenko & Pierre Berthon, 2017. "Beyond the expected benefits: unpacking value co-creation in crowdsourcing business models," AMS Review, Springer;Academy of Marketing Science, vol. 7(3), pages 183-194, December.
    • Handle: RePEc:spr:amsrev:v:7:y:2017:i:3:d:10.1007_s13162-017-0106-7
    DOI: 10.1007/s13162-017-0106-7
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    References listed on IDEAS

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    Cited by:

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    2. Shinhye Kim & Melanie Bowen & Xiaohan (Hannah) Wen, 2019. "The ultimate co-creation: leveraging customer input in business model innovation," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 339-356, December.
    3. Hajer Bachouche & Ouidade Sabri, 2019. "Empowerment in marketing: synthesis, critical review, and agenda for future research," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 304-323, December.
    4. Amin, Muhammad & Shamim, Amjad & Ghazali, Zulkipli & Khan, Imran, 2021. "Employee Motivation to Co-Create Value (EMCCV): Construction and Validation of Scale," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    5. Hajer Bachouche & Ouidade Sabri, 2019. "Empowerment in Marketing: Synthesis, Critical Review, and Agenda for Future Research," Working Papers 2019-001, Department of Research, Ipag Business School.
    6. Mourelatos, Evangelos, 2021. "Personality and Ethics on Online Labor Markets: How mood influences ethical perceptions," EconStor Preprints 244735, ZBW - Leibniz Information Centre for Economics.
    7. Yanli Guo & Yi Zhu & Jianbin Chen, 2021. "Business Model Innovation of IT-Enabled Customer Participating in Value Co-Creation Based on the Affordance Theory: A Case Study," Sustainability, MDPI, vol. 13(10), pages 1-22, May.
    8. Hubert Gatignon & Xavier Lecocq & Koen Pauwels & Alina Sorescu, 2017. "A marketing perspective on business models," AMS Review, Springer;Academy of Marketing Science, vol. 7(3), pages 85-89, December.

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