Crowdpushing: The Flip Side of Crowdsourcing

Author: 
Rudmark, D., Arnestrand, E., Avital, M.
Type of publication: 
Conference item
Abstract: 

Activities and initiatives of co-creation are traditionally seen as a way for organizations to gain value through the involvement of certain actors in their environment. We notice an implicit assumption in current theoretical conceptualizations that co-creation is initiated and driven exclusively by organizations. However, it appears that co-creation activities may also be driven by third-party actors outside organizations. Based on interviews and secondary data from a public transport company in Stockholm, Sweden, we noticed that third party developers of services, that gained a large and diverse user base, were driving co-creation activities with the respective organization. Subsequently, based on our findings, we introduce the term "crowdpushing" to denote externally driven co-creation activities and frame four propositions to describe how co-creation activities are motivated and driven. Our findings contribute to a broader understanding of co-creation and have implications for its design and deployment.

Year: 
2012
Link to full publication: 
http://aisel.aisnet.org/cgi/viewcontent.cgi?article=1186&context=ecis2012
Official URL: 
http://aisel.aisnet.org/ecis2012/187/
Location: 
Barcelona
Sweden
SE
Published in: 
ECIS 2012 Proceedings