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Le crowdsourcing au service de la collecte d’informations marketing : le cas Clic and Walk

Author

Listed:
  • Sophie Renault

    (VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours)

Abstract

Le déploiement des Technologies de l'Innovation et de la Communication (TIC) permet aux organisations d'avoir recours à un fournisseur singulier : la foule. Il est alors question de crowdsourcing pour qualifier cette forme d'externalisation. En matière de crowdsourcing tous les individus parmi la foule sont susceptibles d'apporter leurs ressources et compétences afin de générer de la valeur pour une organisation. Tandis que la contribution de la foule s'exerce dans de nombreux registres, notre recherche s'intéresse plus spécifiquement à la mobilisation de la foule dans un processus de collecte d'informations marketing. Dans une perspective qualitative, fondée sur l'étude de cas Clic and Walk, nous analysons les caractéristiques et les enjeux associés à cette modalité de crowdsourcing.

Suggested Citation

  • Sophie Renault, 2016. "Le crowdsourcing au service de la collecte d’informations marketing : le cas Clic and Walk," Post-Print halshs-01832077, HAL.
    • Handle: RePEc:hal:journl:halshs-01832077
    DOI: 10.3917/inno.050.0163
    as

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