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01.09.2015 | Research Article

Enhancing Crowdsourcing Success: the Role of Creative and Deliberate Problem-Solving Styles

verfasst von: Dominik Mahr, Aric Rindfleisch, Rebecca J. Slotegraaf

Erschienen in: Customer Needs and Solutions | Ausgabe 3/2015

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Abstract

A growing number of firms are using crowdsourcing platforms to actively solicit the skills of external entities to help them solve innovation-related problems. Despite its increasing popularity, crowdsourcing has produced mixed success, because few external experts provide helpful solutions. The current research examines this issue by exploring why some external solvers are more successful than others. Grounded in dual-processing theory, this study combines survey and archival data to assess the impact of creative versus deliberate problem-solving styles on solving success. The results indicate that both styles can be effective, but their relative success depends on the amount of time a solver invests in a solution and his or her degree of contextual familiarity with the problem. Specifically, creative (deliberate) styles are more effective under conditions of high (low) contextual familiarity and shorter (longer) time investments. When solvers employ both styles, overall problem-solving success declines.

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Although most external problem-solving platforms provide seekers with anonymity, some do not (e.g., Innoget, eYeka).

Other authors use different terminology for similar conceptualizations. For example, McDonough and Barczak’s [53] problem-solving orientations are rooted in individual work performance literature and therefore use the terms innovative (equivalent to our creative styles) and associative (deliberate styles).

Solvers whose submissions are not selected retain the full intellectual property rights to their solutions. Unsuccessful solvers rarely receive feedback on the proposed solution and do not have the opportunity to rework failed submissions.

This deliberate problem-solving technique (Theory of Inventive Problem Solving), developed by Altshuller [5], has recently been rediscovered and employed by several global firms, including Boeing, Dow, and P&G.

Solvers also have considerable discretion over the amount of money they invest in a solution. However, this financial investment is typically quite small and pales in comparison to their temporal investment. Our data reveal that 54 % of solvers do not invest any money and 86 % invest less than $100 per solution. In contrast, the average solver in our sample invested nearly 40 h per solution.

InnoCentive began as a spin-off of Eli Lilly, but its current clients hail from a variety of industries (e.g., chemical, consumer packaged goods, energy, software); for details, see Lakhani [48].

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Titel: Enhancing Crowdsourcing Success: the Role of Creative and Deliberate Problem-Solving Styles
verfasst von: Dominik Mahr
Aric Rindfleisch
Rebecca J. Slotegraaf
Publikationsdatum: 01.09.2015
Verlag: Springer US
Erschienen in: Customer Needs and Solutions / Ausgabe 3/2015
Print ISSN: 2196-291X
Elektronische ISSN: 2196-2928
DOI: https://doi.org/10.1007/s40547-015-0038-z

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