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.
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
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