Экономические науки/6. Маркетинг именеджмент

Taszharganov S.I., Sharapiyeva M.D.

Kazakh National University after al-Farabi, Almaty, Kazakhstan

Crowdsourcing as an innovative tool for generating new ideas

In recent times, the term “crowdsourcing” became one of the most popularly one of the most used words.

In 2006 “Wired” magazine published an article by Jeff Howe called «The Rise of crowdsourcing» where he first mentioned “Crowdsourcing” as a term. The scope of the method is wide. This method can be used in all areas, such as the private sector, the public and others with involvement of society and the citizens of a country.

Crowdsourcing is a method used by talented people to generate fresh ideas and find new ways of solving or helping to carry out the study, thus giving the opportunity to put their ideas into practice and still get rewarded for their innovation.

In world practice the following types of crowdsourcing are known:

- crowdcreation;

- crowdfunding;

- crowdvoting;

- crowd wisdom or wisdom of the crowd.

- «crowdrecruiting».

The definition of a crowdsourcing is: specialized operation implementation is carried out by a large group of people. The model of crowdsourcing includes organization, methodology and specialized staff, customized for certain tasks based on the development of the set conditions [2].

The objectives of crowdsourcing are:

- Collection and processing of information,

- Collection and processing of constructive ideas;

- Calls for proposals for projects;

- The formation of independent experts.

Variations in the types of crowdsourcing

- Passive (receive-only) and active (constructive dialogue);

- Internal (within an organization or community of experts) and external (without restrictions);

- Traditional (finding the best ideas among many ideas) and intellectually (finding the best set of ideas based on their collective selection).

Today, the Internet is filled with thousands of sites, mechanisms, and different software systems to perform various crowdsourcing tasks, some of the platform are independent, among them are well-known brands such as: Nike, Coca-Cola, Ford, Procter & Gamble, Starbucks, Nokia, etc. Look at me, Wikipedia, Witology are internet sites where people can publish useful information are examples of crowdsourcing. After the earthquake and nuclear disaster at Fukushima in Japan, the internet provided a map where volunteers could find troubled areas. Starbucks, which is a global coffee drinks brand, created a website MyStarbucksidea.com, where every visitor can share their ideas or suggestions for Starbucks improvements. As a result, in two years 50 out of 20,000 have been implemented and used by Starbucks.

Crowdsourcing is also widely used in commercials. For example, Ford Corporation used Filmaka.com, an internet site, to declare a competition where any contestant could tape a commercial of a new «Ford Mustang». As the competition ended the best video was broadcast on TV, and the winner got a brand new car. Ford won even more because crowdsourcing was more effective and cheaper than advertising. In Kazakhstan practice, G-Global communication platform created by initiative of Kazakhstan President could be an example of this method, it's goal is to solve various problems and finding solutions to global problems. Initiative students, politicians and economists from around the world can be a part of G-Global.

A business model based on the transfer of certain jobs as a large group of customers to third parties. Using the Internet allows you to easily and cheaply organize and coordinate customer interactions, and also allows us to consider the problem, which in the absence of the Internet era was even hard to imagine. Crowdsourcing can give meaning to create a product or service and strengthen useful connections between consumers and the company.

Analysis has shown that there is a negative aspect of crowdsourcing. In the development of virus control using internet craftsmen of different programs, we cannot guarantee that your applications are secure and hackers do not encode the elements of a malicious code into the final product. This also deserves attention ten rules of effective crowdsourcing, which was formulated by Jeff Howe:

- Choose the model;

- Choose the target group;

- Choose the reward;

- Keep the pink slips in the drawer ("the crowd" is not able to do all the work);

- Consider the dumbness of the "crowd" (follow the principle of benevolent dictatorship);

- Simplify the task and divide it into parts;

- Remember the law of Sturgeon, which is named for the science fiction writer Theodore Sturgeon, which states that 90% of all information - garbage

- Remember 10% - "antidote" law Sturgeon (let the "crowd" to choose the best);

- The community is always right;

- Ask not what the "crowd" can do for you, but you for the "crowd."

Crowdsourcing is one of the new realities of the economy. It gradually changes the world. As the experience of international companies, due to the method consumers are beginning to participate in the production and promotion of products, many products are sold exclusively by the ordinary people. In a market economy, any organization should certainly focus on the consumer. Since this is the key to success and the guarantor of trust.

List of references:

1. Jeff Howe. Crowdsourcing. Collective intelligence as a tool for business development. — М.: «Alpina Publisher», 2012. — p 288.

2. Howe, Jeff. Crowdsourcing: Why the Power of the Crowd Is Driving the Future of Business. New York : Crown Business, 2008.