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Collaborative Value Co-Creation in Crowd-Sourced Online Communities – Acknowledging and Resolving Competing Commercial and Communal Orientations

Research in Consumer Behavior

ISBN: 978-1-78052-116-9, eISBN: 978-1-78052-117-6

ISSN: 0885-2111

Publication date: 7 November 2011

Abstract

Originality/Value – Organisations and researchers need to recognise and acknowledge that crowdsourcing both begets communal conflict and fosters collaborative behaviour due to contested commercial and social orientations. While mindful of their commercial objectives, organisations will succeed in implementing online crowd-sourcing initiatives if they make a sincere effort to understand and respect the diversity, culture and social norms of the particular crowd-sourced online community concerned.

Keywords

Citation

Kelleher, C., Whalley, A. and Helkkula, A. (2011), "Collaborative Value Co-Creation in Crowd-Sourced Online Communities – Acknowledging and Resolving Competing Commercial and Communal Orientations", Belk, R.W., Grayson, K., Muñiz, A.M. and Jensen Schau, H. (Ed.) Research in Consumer Behavior (Research in Consumer Behavior, Vol. 13), Emerald Group Publishing Limited, Bingley, pp. 1-18. https://doi.org/10.1108/S0885-2111(2011)0000013004

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited