Marketing of crowdsourcing platforms developing open innovations

Marketing platform crowdsourcingowych rozwijających otwarte innowacje

Crowdsourcing platform (CP) enables online generation of open innovations, including new products, by prosumers as crowd (the Internet community) members for its clients (companies, non-profit organizations, individuals). The following goals are defined in the paper: (1) creating CP marketing concept for CPs developing open innovations, that combines characteristics of: the marketing orientation, collaborators, marketing research and marketing mix of the platforms; (2) verifying the possibilities of applying the proposed components of marketing mix in business practice, which are the core of the presented marketing concept for CPs. The article includes relevant literature studies as well as the analysis of marketing mix application in business practice by selected platforms and taking into account the research results that was carried out for 69 CPs in 2023. The final conclusion is as follows: the formulated research problem – How to apply marketing also with the use of marketing mix in activities of CPs developing open innovations? – has been solved and defined goals have been achieved in the paper.

Platforma crowdsourcingowa umożliwia tworzenie online otwartych innowacji, także nowych produktów, przez prosumentów jako przedstawicieli społeczności internetowej dla jej klientów (przedsiębiorstw, organizacji non-profit, ludzi). W artykule zdefiniowano następujące cele: (1) opracowanie koncepcji marketingu dla platform crowdsourcingowych rozwijających otwarte innowacje, która obejmuje charakterystykę: orientacji marketingowej, współpracowników, badań marketingowych i marketingu mix platform; (2) weryfikację możliwości zastosowania w praktyce gospodarczej zaproponowanych składowych marketingu mix, który jest rdzeniem przedstawionej koncepcji marketingu dla platform. W artykule przeprowadzono odpowiednie studia literaturowe, a także analizę zastosowania marketingu mix w praktyce gospodarczej przez wybrane platformy oraz na postawie wyników badań przeprowadzonych online dla 69 platform crowdsourcingowych w 2023 r. Końcowy wniosek jest następujący: sformułowany problem badawczy „Jak stosować marketing z wykorzystaniem marketingu mix w działalności platform crowdosurcingowych rozwijających otwarte innowacje?” został rozwiązany w artykule, a zdefiniowane cele zostały osiągnięte.

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