According to Wikipedia, crowdsourcing is a process that involves outsourcing tasks to a distributed group of people. The most common type of crowdsourcing assignment that you might be familiar with is running a logo design contest. This is where you share a common creative brief with a diverse, distributed set of graphic designers that provide potential solutions for payment.
At ROF, we are starting to see pharmaceutical and biotechnology marketers embrace crowdsourcing with their most sensitive element – strategy. The approach boils down to gaining input on the brand strategy from all corners of the organization and deriving the final strategy based on this ‘disciplined’ approach.
However, the disadvantages of this approach are many, including*:
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