Crowdsourcing in Business-to-Business Markets: A Value Creation and Business Model Perspective

Crowdsourcing in Business-to-Business Markets: A Value Creation and Business Model Perspective

Julia Bernhardt (Tampere University of Technology, Finland), Nina Helander (Tampere University of Technology, Finland), Jari Jussila (Tampere University of Technology, Finland), and Hannu Kärkkäinen (Tampere University of Technology, Finland)
DOI: 10.4018/978-1-4666-9787-4.ch066
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The foundation for the analysis of this chapter builds on the value creation model of Amit and Zott (2001), where they studied the importance of sources of value creation in the field of electronic business. This model was chosen for the purposes of this study because it is developed from fundamental value creation models and dominates concerning value creation in e-business, of which crowdsourcing by utilizing social media tools represents also. Moreover, Amit and Zott’s business model (2001, p. 511), which focuses on e-business for B2C companies, can be adapted for all virtual markets in general, and also applies to B2B companies (2006, p. 20). Most importantly, the model enables to analyze the relations between value creation and business model. In next, the theoretical background of value creation is opened up especially in the context of business-to-business markets, and furthermore, the model of Amit and Zott (2001) is presented. Lastly, crowdsourcing in business-to-business markets as the research context of the present study is discussed.

Key Terms in this Chapter

Business-to-Business: Describes a situation where two companies are forming the buyer-seller relationship, differentiates from consumer markets.

Business model: Describes to value creation logic of a company and it is usually opened up through different elements.

Crowdsourcing: Type of participative online activity in which an individual, an institution, a non-profit organization, or company proposes to a group of individuals of varying knowledge, heterogeneity, and number, via a flexible open call, the voluntary undertaking of a task.

Value Creation: Refers to the trade-off of benefits and sacrifices in regard to certain business relationship or product/service, can be both monetary and non-monetary.

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