Crowdsourcing Service Innovation Creativity: Environmental Influences and Contingencies. Issue 3 (3rd July 2019)

• Record Type: Journal Article
• Authors: Johnson, Jeff S.; Fisher, Gregory J.; Friend, Scott B.
• Is Part Of: Journal of marketing theory and practice. Volume 27:Issue 3(2019)
• Page Start: 251
• Page End: 268
• Publication Date: 2019-07-03
• Subjects: Marketing -- Periodicals; Marketing research -- Periodicals; Marketing -- Périodiques; Marketing -- Recherche -- Périodiques; Marketing; Marketing research; Periodicals; 658.8005
• DOI: 10.1080/10696679.2019.1615842
• Languages: English
• ISSNs: 1069-6679

Abstract

Abstract : To cope with environmental pressures, service firms may utilize crowdsourcing to identify externally-generated ideas to fuel innovation. This research investigates how environmental pressures—customer demandingness, competitive intensity, and technological turbulence—influence firms' utilization of crowdsourcing for service innovation, and how these factors moderate crowdsourcing's impact on innovation creativity. By leveraging an attention-based view theoretical model, the results show that competitive intensity and technological turbulence positively affect firms' usage of crowdsourcing and that environmental pressures interact with crowdsourcing's influence on innovation creativity. Specifically, customer demandingness accentuates the positive relationship between crowdsourcing and innovation creativity while technological turbulence attenuates this relationship.