CROWDSOURCING AND CROWDFUNDING. MARKETING PROMOTION OF PROJECTS, PRODUCTS AND SERVICES

The paper shows the changes in the behavior of a company under the influence of digital transformation processes, the benefits of crowdsourcing and crowdfunding as well as mechanisms of embedding the crowdsourcing into the company’s business model. It is proved that the additional demand for a crowdsourcing product/service is developed due to the fact that the “crowd” itself determines the desired properties of a product. This leads to a higher congruence of the expected and actual quality levels and promotes customer satisfaction; croudsourcers trigger the virus marketing. The paper is based on the content analysis of key crowdsourcing documents, records and information resources of companies implementing crowd projects, reports and presentations made at international congresses and forums in recent years, international research findings and benchmarking based on the systems approach. It is shown that the crowdsourcing does not change the business models of only commercial companies. In the future, changes are expected in the non-profit sphere to be followed by a transition to the labor organization based on the establishment of open societies not limited in time and space. The crowdsourcing can be viewed upon not only as the technology of creation and promotion of a product/service but also as a talent management technology.

on-Demand Economy, e-marketing, crowdsourcing, crowdfunding, crowdsourcer, crowdsourcing platform, crowdsourcing product, Wikinomics, on-Demand Economy, open innovations, business, demand, promotion of products and services

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