Worker motivation in crowdsourcing new product development

Abstract

In the study the recently appeared technology of crowdsourcing and its implementation in new product development activities done by companies. The goal of the research is to figure out the motivating factors used in crowdsourcing projects related to new product development. The study is based on the theoretical backgrounds of crowdsourcing, new product development, and motivation, which resulted in the framework for the crowdsourcing cases assessment and the list of possible motivating factors used for the analysis. The research is based on 16 crowdsourcing projects divided in 4 sets according to the stage of new product development at which they are directed. The motivating factors present in the projects were distinguished and explained. Further analysis, allowed to make conclusions showing which of the motivating factors are suitable for the crowdsourcing projects related to the particular stage of new product development. The results can be used for creation or assessment of crowdsourcing projects for the companies because the main factor of success for crowdsourcing is motivation, and the work is answering how to motivate the workers.