How best to market a crowdsourced product?
- Author(s)
- Christoph Fuchs
- Abstract
In the old days, companies developed products for their customers. The idea that the customer would have any role in the process beyond expressing a particular colour or flavour preference seemed unthinkable. Henry Ford supposedly said that if he had asked people what they wanted, they would have said, a faster horse. Today, more and more companies have concluded that Ford was too pessimistic and that customers actually have a lot of imagination.
- Organisation(s)
- External organisation(s)
- Technische Universität München
- Journal
- RSM Discovery-Management Knowledge
- Volume
- 29
- Pages
- 15-17
- No. of pages
- 3
- Publication date
- 01-2017
- Austrian Fields of Science 2012
- 502019 Marketing
- Keywords
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/c35d7cce-348f-4b75-8eed-fe18d150195c