Marketing Practices Under The Crowdsourcing Perspective: A Multicole Study




Marketing, Crowdsourcing, Strategy


Crowdsourcing is a newly developed term that refers to the process of participating a company's activities through an online community, openly and closed. Any member of this community can complete assigned tasks and be paid or not. Although it originated in the computing industry, companies began using crowdsourcing for a wide range of tasks. It turns out that companies are using crowdsourcing to accomplish the tasks related to the market, focusing on three major areas: product development, advertising, promotion, and marketing research. This work will make use of the qualitative research through the method of the case. The unit of analysis to be used will be marketing activities based on crowdsourcing. Finally, the subjects of study for the understanding of the phenomenon to be studied were COCA COLA, PEPSICO, NETFLIX, and AMAZON.


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Author Biographies

Luciano Augusto Toledo, Universidade Presbiteriana Mackenzie -M

Doutor em Administração pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo - FEA/USP, São Paulo, (Brasil). Professor da Universidade Presbiteriana Mackenzie -M, São Paulo.

Adriana Beatriz Madeira, Universidade Presbiteriana Mackenzie -M

Pós-doutora em Administração pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo, FEA/USP, São Paulo, (Brasil). Professora do Centro de Ciências Sociais e Aplicadas (CCSA) da Universidade Presbiteriana Mackenzie - M, São Paulo. 

Marcos Fernando Garber, Universidade Presbiteriana Mackenzie -M

Mestre em Engenharia Naval e Oceânica pela Universidade de São Paulo - USP, São Paulo, (Brasil). Professor da Universidade Presbiteriana Mackenzie -M, São Paulo.

Felix Hugo Aguero, Universidade Presbiteriana Mackenzie -M

Pós-doutor na área de Neurociência aplicada ao consumo pela Escola Superior de Propaganda e Marketing - ESPM, São Paulo, (Brasil). Professor da Universidade Presbiteriana Mackenzie -M, São Paulo. 


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How to Cite

Toledo, L. A., Madeira, A. B., Garber, M. F., & Aguero, F. H. (2019). Marketing Practices Under The Crowdsourcing Perspective: A Multicole Study. Future Studies Research Journal: Trends and Strategies, 11(1), 123–143.



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