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The purpose of this paper is to make a contribution to co‐creation theory by integrating conceptual insights from the management and marketing literatures that are both concerned with co‐creation phenomena. It aims to develop a reference model for comparing how different organizations organize and manage their co‐creation ventures. It also aims to apply the authors' framework to four distinct cases that illustrate the differences in co‐creation practice within different co‐creation environments.

The authors compare four different companies based on case profiles. Each company is employing its own distinct approach to co‐creating. The authors employ a method mix including literature analysis, structured interviews, document and web site analysis, as well as participation.

The reference model offers a set of useful dimensions for case‐based inquiry. The case comparisons show how firms may decide to systematise and manage a mix of co‐creation activities within B2B versus B2C contexts, utilising either crowd‐sourced or non‐crowd‐sourced approaches. Further, the case comparisons suggest that there are less differences in B2B versus B2C co‐creation as compared with crowd‐sourced versus non‐crowd‐sourced approaches. Ultimately, implementation decisions in one dimension of co‐creation design (e.g. whom to involve in co‐creation) will affect other dimensions of implementation and governance (e.g. how much intimacy) and thus how co‐creation needs to be managed.

The paper presents case comparisons utilising B2B versus B2C, as well as crowd versus non‐crowd‐sourcing examples of co‐creation and an original decision support framework for assessing and comparing co‐creation choices.

The purpose of this paper is to analyze the emerging crowd‐funding phenomenon, that is a collective effort by consumers who network and pool their money together, usually via the internet, in order to invest in and support efforts initiated by other people or organizations. Successful service businesses that organize crowd‐funding and act as intermediaries are emerging, attesting to the viability of this means of attracting investment.

The research employs a “grounded theory” approach, performing an in‐depth qualitative analysis of three cases involving crowd‐funding initiatives: SellaBand in the music business, Trampoline in financial services, and Kapipal in non‐profit services. These cases were selected to represent a diverse set of crowd‐funding operations that vary in terms of risk/return for the investor and the type of payoff associated to the investment.

The research addresses two research questions: how and why do consumers turn into crowd‐funding participants? and how and why do service providers set up a crowd‐funding initiative? Concerning the first research question, the authors' findings reveal purposes, characteristics, roles and tasks, and investment size of crowd‐funding activity from the consumer's point of view. Regarding the second research question, the authors' analysis reveals purposes, service roles, and network effects of crowd‐funding activity investigated from the point of view of the service organization that set up the initiative.

The findings also have implications for service managers interested in launching and/or managing crowd‐funding initiatives.

The paper addresses an emerging phenomenon and contributes to service theory in terms of extending the consumer's role from co‐production and co‐creation to investment.

Since the emergence of e-commerce uprooted traditional brick-and-mortar retail in the early 2000s, many retailers have reacted by first independently servicing both the online and in-store channels (multichannel retailing) and subsequently integrating both channels to provide a seamless front-end customer interface (omnichannel retailing). Accordingly, firms had to adjust their logistics and supply chain management (SCM) processes from fulfilling orders for each channel separately to integrating channels on the back-end (omnichannel fulfillment). This development is mirrored by an emerging stream of academic publications. The purpose of this paper is to provide a snapshot of the current state of omnichannel fulfillment research via a systematic literature review (SLR) in order to identify omnichannel fulfillment strategies and to establish an agenda for future inquiry.

This SLR is based on 104 papers published in peer-reviewed journals through December 2018. It employs a six-step process, from research question to the presentation of the insights.

All selected manuscripts are categorized based on demographics such as publication date, outlet, methodology, etc. Analysis of the manuscripts suggests that the integration of fulfillment channel inventory and resources is becoming an important objective of fulfillment management. Appropriate omnichannel strategies based on retailer attributes are not well understood. Industry specific research has been conducted necessitating generalized extension for retailers. These findings provide a clear opportunity for the academic community to take more of the lead in terms of knowledge creation by proposing paths for industry pursuit of channel integration to successfully implement omnichannel fulfillment. Opportunities for future inquiry are highlighted.

This manuscript proposes a definition of omnichannel fulfillment strategies and identifies fulfillment links that are used interchangeably across channels as the key delimiter between omnichannel fulfillment strategies and related concepts. Six omnichannel fulfillment strategies from the extant literature are identified and conceptualized. Future research opportunities around omnichannel fulfillment, potential interdependencies between the established strategies and their impact on related SCM issues such as distribution and reverse logistics are detailed.

The synthetic application and interaction of/between the internet, Internet of Things, cloud computing, big data, Industry 4.0 and other new patterns and new technologies shall breed future Web-based industrial operation system and social operation management patterns, manifesting as a crowd cyber eco-system composed of multiple interconnected intelligent agents (enterprises, individuals and governmental agencies) and its dynamic behaviors. This paper aims to explore the basic principles and laws of such a system and its behavior.

The authors propose the concepts of crowd science and engineering (CSE) and expound its main content, thus forming a research framework of theories and methodologies of crowd science.

CSE is expected to substantially promote the formation and development of crowd science and thus lay a foundation for the advancement of Web-based industrial operation system and social operation management patterns.

This paper is the first one to propose the concepts of CSE, which lights the beacon for the future research in this area.

The purpose of this paper is to explore the development of crowdsourcing literature.

This study is a comprehensive review of 346 articles on crowdsourcing. Both statistical and contents analyses were conducted in this paper.

ISI listed journal articles, non-ISI listed journal articles and conference articles have had nearly the same contribution in crowdsourcing literature. Articles published in non-ISI listed journals have had an essential role in the initial theory development related to crowdsourcing. Scholars from the USA have authored approximately the same number of articles as scholars from all the European countries combined. Scholars from developing countries have been more relatively active in authoring conference articles than journal articles. Only very recently, top-tier journals have engaged in publishing on crowdsourcing. Crowdsourcing has proven to be beneficial in many tasks, but the extant literature does not give much help to practitioners in capturing value from crowdsourcing. Despite understanding that the motivations of crowds are crucial when planning crowdsourcing activities, the various motivations in different contexts have not been explored sufficiently. A major concern has been the quality and accuracy of information that has been gathered through crowdsourcing. Crowdsourcing bears a lot of unused potential. For example, it can increase employment opportunities to low-income people in developing countries. On the other hand, more should be known of fair ways to organize crowdsourcing so that solution seekers do not get a chance to exploit individuals committing to provide solutions.

The literature included in the study is extensive, but an all-inclusive search for articles was limited to only nine selected publishers. However, in addition to the articles retrieved from the nine selected publishers, 52 highly cited articles were also included from other publishers.

Crowdsourcing has much unused potential, and the use of crowdsourcing is increasing rapidly. The study provides a thematic review of various applications of crowdsourcing.

The study is the first of its kind to explore the development of crowdsourcing literature, discussing the loci and foci of extant articles and listing applications of crowdsourcing. Successful applications of crowdsourcing include idea generation, microtasking, citizen science, public participation, wikies, open source software and citizen journalism.

Ongoing environmental threats have intensified the need for firms to take big leaps forward to operate in a manner that is both ecologically sustainable and socially responsible. This paper aims to assess the degree to which firms are adopting citizen science as a tool to achieve sustainability and social responsibility targets.

This study applies a qualitative content analysis approach to assess the current presence of citizen science in sustainability and social responsibility reports issued by Globescan sustainability leaders and by firms ranked by the Fortune 500 and Fortune Global 500.

While the term itself is mostly absent from reports, firms are reporting on a range of activities that could be classified as a form of “citizen science.”

Citizen science can help firms achieve their corporate sustainability and corporate social responsibility goals and targets. Linking sustainability and social responsibility efforts to this existing framework can help triangulate corporate efforts to engage with stakeholders, collect data about the state of the environment and promote better stewardship of natural resources.

Supporting citizen science can help firms work toward meeting UN Sustainable Development Goals, which have highlighted the importance of collaborative efforts that can engage a broad range of stakeholders in the transition to more sustainable business models.

This paper is the first to examine citizen science in a corporate sustainability and social responsibility context. The findings present information to support improvements to the development of locally relevant science-based indicators; real-time monitoring of natural resources and supply chain sustainability; and participatory forums for stakeholders including suppliers, end users and the broader community.

In the contribution the authors show how the concept of community-powered co-innovation can successfully be implemented in order to improve the situation of small-scale farmers. The purpose of this paper is to focus on developing countries in consideration of economic, social and ecological sustainability aspects.

All findings are based on an in-depth, detailed examination of one specific case. The case study approach allows analysis of innovation and cooperation within rural societies while considering their contextual conditions.

The case study goes back to an initiative begun in 2011. Stakeholders from Nepal were connected to five Austrian distributors and nine German distributors selling their products in Austria and Germany. In total, about 600 Nepalese farmers are cultivating on average less than 1 ha of agricultural land each. A German entrepreneur founded the first Demeter farm in Nepal and founded an ethical business in Nepal to cooperate with the farmers there. The University of Natural Resources and Life Sciences Vienna (BOKU) acted as a knowledge broker. The whole initiative followed the Triple Helix concept.

The study shows qualitative results out of an individual initiative. The findings are of a qualitative nature, they are not necessarily transferable to comparable cases. The outcome has to be interpreted as hypotheses, further research activities are required for broader application.

The case study shows how the authors can sustainably improve the economic and social situation of underprivileged market participants in the least developed countries by establishing a teaching-based cooperation between a university, an ethical business and farmers.

The purpose of this paper is to analyze the effects of sharing co-creation experiences on consumers’ behavioral intentions. Increasingly often, companies interact with consumers and involve them in value co-creation, especially in the virtual environment, while more and more consumers tend to share their experiences and their related emotions socially. However, no research has addressed how the interplay of these two variables influences consumer behavior.

The authors conducted a preliminary study and a 2×2 between-subjects experiment where co-creation and sharing of emotions were orthogonally manipulated. A total of 120 participants were randomly assigned to one of the four scenarios.

The results show that not only do individuals participate in co-creation activities, but they also tend to share such experiences socially. But more important from a literature contribution perspective, the results confirm a joint effect of co-creation and sharing on satisfaction and repurchase intention. Thus, the effect of co-creation can be bolstered by encouraging participants to share the experience with other people.

While we can better understand the effects of co-creation in particular contexts effects such as that of sharing, the findings also contribute to the theoretical literature on social sharing of emotions as it has not been related to co-creation activities before. The results are of special relevance for those companies implementing co-creation activities, as they provide clues to increase the outcome of such initiatives in terms of consumers’ responses toward the firm.

Evolution can be easily observed in nature world, and this phenomenon is a research hotspot no matter in natural science or social science. In crowd science and technology, evolutionary phenomenon exists also among many agents in crowd network systems. This kind of phenomenon is named as crowd co-evolutionary, which cannot be easily studied by most existing methods for its nonlinearity. This paper aims to proposes a novel simulation framework for co-evolution to discover improvements and behaviors of intelligent agents in crowd network systems.

This paper introduces a novel simulation framework for crowd co-evolutions. There are three roles and one scene in the crowd. The scene represented by a band-right to a ringless diagram. The three roles are unit, advisor and monitor. Units find path in the scene. Advisors give advice to units. Monitors supervise units’ behavior in the scene. Building a network among these three kinds member, influencing individual relationships through information exchange, and finally enable the individual to find the optimal path in the scene.

Through this simulation framework, one can record the behavior of an individual in a group, the reasons for the individual's behavior and the changes in the relationships of others in the group that cause the individual to do so. The speed at which an individual finds the optimal path can reflect the advantages and disadvantages of the relationship change function.

The framework provides a new way to study the evolution of inter-individual relationships in crowd networks. This framework takes the first-person perspective of members of the crowd-sourced network as the starting point. Through this framework, the user can design relationship evolution methods and mathematical models for the members of different roles, so as to verify that the level of public intelligence of the crowd network is actually the essence of the rationality of the membership relationship.