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Club des Jeunes Professionnels du Marketing du 25/11/2014 - Présentation de Sylvain BUREAU
Citation preview
Crowdsourcing
2
http://jis.sagepub.com/content/38/2/189.short
http://jis.sagepub.com/content/38/2/189.short
Magritte
6
(inégnieur, 1856 – 1926, US)
(sociologue, 1864 – 1920, All.)
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http://www-users.cs.umn.edu/~echi/papers/2008-CHI2008/2008-02-mech-turk-online-experiments-chi1049-kittur.pdf
10
ATOMIZATION & MARKETIZATION
I might be part of a network but I am still on my ow
http://www.insee.fr/fr/themes/info-rapide.asp?id=41
REAPPROPRIATION
I can design and produce myself
http://loungeshare.fr/
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Where is the (relevant) Crowd?
http://jis.sagepub.com/content/38/2/189.short
13
1. Who participe ?
2. Why do they participate?
3. For what results?
(T. W. Malone, R. Laubacher & C. Dellarocas, 2009)
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Independant Participants Dependant Participants
Generate
solutions
Collection
(You Tube)
With potential competition
(Threadless)
Collaboration
(Wikipedia, Linux)
Select
solutions
Individuals
- Market (e-bay)
- Social network (Amazon)
Collectives
- Vote (Crowdfunding)
- Consensus (Wikipedia)
- Average (Allociné)
(T. W. Malone, R. Laubacher & C. Dellarocas, 2009)
What Who Why How
InnoCentive
Create Scientific solutions Crowd Money Competition
Decide Which solutions are
selected? Management Money Hierarchy
Threadless
Create Creation of T-shirts Crowd Passion
Money
Competition
Decide What are the best
creations ? Crowd Passion Mean score
Decide Which creations will be
selected ? Management Money Hierarchy
(T. W. Malone, R. Laubacher & C. Dellarocas, 2009)
Kevin André, Ph.D
& Arthur Gautier, Ph.D
Sylvain Bureau, Ph.D Olivier Rubel, Ph.D
Philanthropy & Ethics Entrepreneurship & Sociology Marketing & Economics
Research Project on Crowdfunding in Progress…
www.chaireeee.eu