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

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  • Sophie Renault

Abstract

The omnipresence of Information and Communications Technology (ICT) offers the possibility for organizations to have recourse to a particular supplier: the crowd. This is called crowdsourcing. It consists in outsourcing tasks to a large network of Internet users. With crowdsourcing, everyone from the crowd may offer their skills and resources to generate value for an organization. While the contribution of the crowd can be used in many ways, our research focuses specifically on the mobilization of the crowd in a marketing information gathering process. From a qualitative perspective, based on the case study of Clic and Walk, we analyze the characteristics and issues associated with this form of crowdsourcing. JEL Codes: O32

Suggested Citation

  • Sophie Renault, 2016. "Le crowdsourcing au service de la collecte d’informations marketing : le cas Clic and Walk," Innovations, De Boeck Université, vol. 0(2), pages 163-189.
    • Handle: RePEc:cai:inndbu:inno_050_0163
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    More about this item

    Keywords

    crowdsourcing; outsourcing; crowdmarketing; information gathering; marketing;
    All these keywords.

    JEL classification:

    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D

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