Why and When Organizations Rely on Innovation Crowds

Abstract

Featured at the 2018 Crowd Academy, Professor Johann Fuller provides insights on the motivations and genesis of using crowdsourcing. Professor Fuller provides an overview of open innovation and the open innovation ecosystem and addresses key questions, such as:

- What was the driving motivation to go to the crowd?

- What goals did you have in going to the crowd?

- What were the alternatives to going to the crowd?

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Authors

Johann Füeller

2012 Prof. Dr. Johann Füller took office at the University of Innsbruck’s faculty for Business Administration, where he holds the recently founded chair for Innovation and Entrepreneurship in the Department of Strategic Management, Marketing and Tourism. Since his habilitation on „Communities as a Source of Innovation – Towards a Theory of Innovation and Virtual Co-Creation Communities. Innovation 2.0 – From Fortified Castles to Open Bazars” he has been a senior lecturer of Marketing at the Innsbruck University School of Management.

He is Fellow at the NASA Tournament Lab-Research at Harvard University and CEO of Hyve AG, an innovation and community company. In line with his research focus, he regularly gives guest lectures about co-creation, online branding, creative consumer behavior, online marketing, open innovation, and the utilization of online communities.