New marketing frontiers: crowdsourcing. Theoretical hints and empirical evidences

摘要: Purpose of the study . This research paper aims at deeply understanding evolution marketing strategies with a tight involvement customers, particular reference to higher consumer confidence web 2.0 tools and their value-added services. The focuses on exploration firm-consumer-firm connection that comes out through crowdsourcing activities. Methodology Through case analysis, we explore implications customer role in initiatives influence theoretical framework links Service-Dominant Logic Resource-Based Theory light user-innovation approach. Findings analysis Turismo Emilia Romagna Destination New South Wales order understand reasons why they chose apply as well how involve communities, thanks firms’ resources competences developing innovative Research limits According main scopes paper, makes comparison between national an international case, but aim is enlarge present by analyzing numerous other relevant cases. Practical Customers have key designing implementing policies both induced organic level, so can be really helpful for firms gain sustain competitive advantage. Originality Crowdsourcing represents new frontier since it allows creating opportunities according hypercompetitive environment which operate.