![]() ![]() “The traditional approach of simply asking the crowd for ideas doesn’t work because simply asking for ideas doesn’t get you better ideas,” said Majchrzak. ![]() ![]() ( Springer 2020 ) “ We want to convince managers that they can be doing crowdsourcing for innovation differently, and getting more value from it.” and UNC Kenan-Flagler Business School’s Arvind Malhotra, who spent the past five years researching the issue before publishing Unleashing the Crowd: Collaborative Solutions to Wicked Business and Social Problems. You might have decided that crowds are only useful for public relations stunts, brand communities, or positive Yelp reviews, giving up on the notion that crowds can provide innovative solutions to open-ended strategic problems.īut you would be wrong, according to new research out of USC Marshall.Īnn Majchrzak, USC Associates Chair in Business Administration and professor of digital innovation. However, like many companies, you might be skeptical that crowds can provide good innovative ideas, especially to open-ended problem. But that gives you only a limited number of inputs. In search for an innovative solution, you might turn to a few trusted colleagues to provide input. Your company has a strategic problem or business opportunity that could benefit from new input. ![]()
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