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This paper aims to deepen our understanding of how serious games could be used for learning in organizations to empower brand performance and image sustaining competitive advantage from a Resource Based View (RBV) perspective and to examine the practical implications of the evolving technologies for employers.

The research methodology is based on a qualitative approach adopting the case study research method (Yin, 2003). Data were collected through fifteen semi-structured interviews (a total of twelve hours) with the involved departments (particularly, Human Resource Management and Marketing) and one month of direct observation for their learning and communication approaches.

Serious games can encourage the learning of employees enhancing their skills and brand performance. Besides, Customer Relationship Management (CRM) tools, a knowledge base, and social media platforms can help in promoting favorable employer brand knowledge, which positively influences the brand image and awareness.

From a RBV perspective, businesses can develop their employer branding practices through engaging ways of learning and brand knowledge management supported by digital tools along with boundary-less workplaces, communication efforts, and change management enabling them to enhance brand performance and sustain a competitive advantage.

The evidence on marketing knowledge management is still limited. This case study research makes an empirical contribution by analyzing how serious games and digital technologies could foster the learning in organizations for building strong employer brand knowledge. It answers the call for providing more insights on the relationship between knowledge management and employer brand management.

The purpose of the presented research paper is to explore the different aspects of crowdsourcing and its evolution over time. Supported by three different case studies, the research focuses on the different factors that affect crowdsourcing for open innovation. Moreover, the findings give us a proposed managerial framework to be considered when adopting crowdsourcing in addition to factors that proved its huge effect on crowdsourcing activities.

A qualitative research approach for this research was the most convenient. It focuses on providing an in-depth understanding of the phenomena. Qualitative research represents the views and perspectives of the participants in a study besides it is driven by a desire to explain these events, through existing or emerging concepts (Yin, 2016). Adopting a case study research method that investigates a contemporary phenomenon (the “case”) in depth and within its real-world context, especially when the boundaries between phenomenon and context may not be evident (Yin, 2018) as in crowdsourcing based business model for open innovation.

The researchers presented the benefits and challenges when considering crowdsourcing establishing a managerial framework for open innovation. Additionally, the researchers identified the different factors that highly affect crowdsourcing proposing a model that can be used for adopting crowdsourcing. The research also presented insights about how crowdsourcing was introduced in the Egyptian market and how it evolved through the years.

The study had some limitations to be considered in the following work. Company X used crowdsourcing within a high degree of limitations and confidentially consequently, restricting the effects and results of crowdsourcing. Another limitation was that the study has been only qualitative, and the addition of the quantitative approach will numerically support the findings. Moreover, the research depended on the businesses only as of the source of information and neglected the crowd sample.

The main aim of this study was to address the lack of research evidence on what it means to adopt crowdsourcing for open innovation in Egyptian firms. The authors have done so by adopting three case studies which enabled them to directly observe and report on the daily work of trust CEOs, with special attention to the practices. Whereby, these executives made themselves knowledgeable for all practical purposes, as dictated by their specific job. Accordingly, the first major contribution of the present research is that it provides much-needed empirical data on the actual practices of crowdsourcing in three Egyptian, yet international companies. Moreover, the results could be used as a guideline when considering crowdsourcing activities highlighting the advantages and disadvantages of such activities.

The paper discusses different perspectives of crowdsourcing presenting a new categorization for its types. Moreover, how these types have been used especially in the Egyptian market. On the other hand, the paper investigated and documented three different sized companies' experiences utilizing crowdsourcing for innovation. The collected information was used to suggest a new model by which companies can avoid the difficulties others had. Moreover, the research highlighted the benefits and challenges of using crowdsourcing for open innovation.