Organizational uses of the crowd: Developing a framework for the study of crowdsourcing

"Crowdsourcing" is commonly defined as the use of large groups of individuals by organizations to perform tasks traditionally performed by employees or designated agents. Currently, organizations are turning to the crowd to complete a wide variety of organization tasks. However, we know little about the types of tasks completed, the different crowds that participate, and the characteristics that manifest themselves in these initiatives. Preliminary findings from a grounded theory study designed to identify patterns and themes found in crowdsourced initiatives have revealed four common uses of the crowd (i.e., productivity, innovation, knowledge capture, and marketing/branding). Additionally, reoccurring themes related to the knowledge the crowd brings to the task, the location of the crowd, as well as organizational challenges and value capture have been identified. Emerging patterns and relationships among the four identified uses and these reoccurring themes are discussed.