Agnieszka Chwiałkowska



This article aims at introducing the idea of crowdsourcing and describing how businesses can use it in marketing and for building and maintaining strong positive relationships with their potential and current customers. It presents several case studies of its successful implementation by companies both in Poland and worldwide. Furthermore, the article describes possible benefits and pitfalls that businesses, which decide to introduce crowdsourcing, can face as well as motivations of people who decide to spend their free time and effort to engage in this kind of activities.


Crowdsourcing; peer production; wisdom of crowds; user-centered innovation and crowd-accelerated innovation; collective intelligence; building relationships

Full Text:



Anderson, C. (2010), How Web video powers global innovation, available at: TEDtalks, (accessed 7 July 2012).

Appadurai, A. (1996), Modernity at Large: Cultural Dimensions of Globalization, University of Minnesota Press, Minneapolis.

Boutin, P. (2006), “Crowdsourcing: Customers as Creators”, Bloomberg Businessweek, available at:–07–12/crowdsourcing-consumers-as-creators (accessed 7 July 2012).

Brabham, D.C. (2008), “Crowdsourcing as a Model for Problem Solving: An Introduction and Cases”, The International Journal of Research into New Media Technologies, Vol. 14, No.1.

Brabham, D.C. (2010a), “Moving the crowd at threadless. Motivations for participation in a crowdsourcing application”, Information, Communication & Society, Vol. 13, No. 8.

Brabham, D.C. (2012), “Managing Unexpected Publics Online: The Challenge of Targeting Specific Groups with the Wide-Reaching Tool of the Internet”, International Journal of Communication, No. 6.

Brabham, D.C. (2012b), “Crowdsourcing: A Model for Leveraging Online Communities”, in: Delwiche, A., Henderson, J. (Eds.), The Routledge Handbook of Participatory Cultures, Routledge, London.

Brabham, D.C. (2011), “The myth of amateur crowds: A critical discourse analysis of crowdsourcing coverage”, paper presented at the annual meeting of the Association of Internet Researchers, Seattle, WA, available at: (accessed 7 July 2012).

Brzoskowski, B. (2010), „Pytania mogą się opłacać”, Marketing w Praktyce, No. 10.

Bui, D. (2012), “Facts about Online Behaviour that Every Marketer should know”, available at: (accessed 15.08.2012).

Estellés-Arolas, E., González-Ladrón-de-Guevara, F. (2012), “Towards an integrated crowdsourcing definition”, Journal of Information Science, Vol., 38 No. 2.

Howe, J. (2006), “The Rise of Crowdsourcing”, Wired, available at: (accessed: 31 August 2012).

Howe, J. (2006a), “Crowdsourcing: A Definition, crowdsourcing: Tracking the Rise of the Amateur” available at: (Weblog, 2 June) (accessed: 10 August 2012).

Howe, J. (2006b), “Crowdsourcing: Tracking the Rise of the Amateur” (weblog, 12 June), available at: (accessed 24 November 2006). (accessed 15 August 2012).

Jenkins, H., Purushotma, R., Clinton, K., Weigel, M., Robison, A.J. (2006), Confronting the Challenges of Participatory Culture: Media Education for the 21st Century, The MacArthur Foundation, Chicago.

Kotler, Ph., Kartajaya, H., Setiawan, I. (2010), Marketing 3.0, From Products to Customers to the Human Spirit, Wiley, New Jersey.

Lakhani, K.R., Jeppesen, L.B., Lohse, P.A., Panetta, J.A. (2007), “The Value of Openness in Scientific Problem Solving” [Harvard Business School Working Paper No. 07–050], available at:–050.pdf (accessed 4 May 2007).

Le Bon, G. (2008), The Crowd: A Study of the Popular Mind, Publishing.

Lehrer, J. (2012), Imagine: How Creativity Works, Houghton Mifflin Harcourt, Boston.

Levy, P. (1995), Collective Intelligence: Mankind’s Emerging World in Cyberspace, Plenum, New York.

Lohr, S., (2009), “The Crowd is Wise (When it is Focused)”, New York Times, available at: (accessed: 31 August 2012).

Malone, T.W. (2009), Laubacher R., Dellarocas C., Harnessing Crowds: Mapping the Genome of Collective Intelligence [Working Paper No. 2009–001], MIT Center for Collective Intelligence Massachusetts Institute of Technology, Cambridge.

O’Reilly, T. (2005), “What is Web 2.0”, available at: (accessed 6 October 2011).

Postigo, H. (2003), “From Pong to Planet Quake: Post-Industrial Transitions from Leisure to Work”, Information, Communication and Society, Vol. 6, No. 4.

Shirky, C. (2012), “The Power of Crowds”, available at: (accessed 13 August 2012).

Surowiecki, J. (2004), The Wisdom of Crowds, Doubleday, New York

Tapscott, D., Williams A.D. (2008), Wikinomia. O globalnej współpracy, która zmiania wszystko, Wydawnictwa Akademickie i Profesjonalne, Warszawa.

Terranova, T. (2004), Network Culture. Politics for the Information Age, Pluto Press, London.

ISSN 2083-103X (print)
ISSN 2392-1412 (online)

Partnerzy platformy czasopism