In English

Business Models for Distributed Cloud Application of Crowdsourcing for Business Model Development - a Study at Ericsson AB

Marko Ivanovic ; Johan Selin
Göteborg : Chalmers tekniska högskola, 2018. 81 s. Master thesis. E - Department of Technology Management and Economics, Chalmers University of Technology, Göteborg, Sweden, 2018.
[Examensarbete på avancerad nivå]

An increased use of information technology has enabled new opportunities for companies to interact both internally and externally, resulting in new organizational processes that better capture the need of customers. One of these processes is crowdsourcing. Crowdsourcing has recently seen an uptake in both practice and research. However, companies still struggle to incorporate employees into strategic activities, and future research on crowdsourcing is called for. The purpose of this thesis is therefore to analyse the participation rate and results of an internal crowdsourcing initiative at Ericsson AB. This was achieved by addressing three research questions; what are the essential components of a business model for distributed cloud? What variables may influence the participation rate in an internal crowdsourcing initiative? What variables may influence the results of an internal crowdsourcing initiative? To meet this purpose and to answer these research questions, both qualitative and quantitative methods were used. Interviews were held in order to address the first research question, and statistical data analyses were conducted to answer the other two research questions. In total, seven hypotheses were formulated. Five hypotheses were supported by the statistical analyses, i.e., presence of monetary incentives increases the participation rate in crowdsourcing; the higher the perceived non-conformity (independence and criticality), the higher the participation in crowdsourcing; the presence of a moderator effect of monetary incentives on non-conformity (independence * criticality) decreases participation in crowdsourcing; the presence of a disruption setting in a crowdsourcing initiative increases the novelty of the resulting business models; the presence of a disruption setting in a crowdsourcing initiative decreases the workability of the resulting business models. Factors affecting the participation rate and the results of a crowdsourcing initiative have been identified in this study, which may be of great importance for similar studies in the future. However, further research on crowdsourcing initiatives in other companies and with other contexts are called for.

Nyckelord: Crowdsourcing, Business Models, Strategy, Innovation, Motivational Factors, Social Movements, Social Activism, Distributed Cloud

Publikationen registrerades 2018-06-29. Den ändrades senast 2018-06-29

CPL ID: 255382

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