Crowdsourcing As An Effective Marketing Communication Technology In Innovative Development of Enterprises
Lidija I. Plotnikova1, Iryna V. Cherevan2, Julia O. Kovalenko3
1Lidija I. Plotnikova, Management and Marketing Department, Faculty of Business Administration and Law, Kyiv University of Market Relations, Kyiv, Ukraine.
2Iryna V. Cherevan, Management and Marketing Department, Faculty of Business Administration and Law, Kyiv University of Market Relations, Kyiv, Ukraine.
3Julia O. Kovalenko, Management and Marketing Department, Faculty of Business Administration and Law, Kyiv University of Market Relations, Kyiv, Ukraine.
Manuscript received on 21 August 2019. | Revised Manuscript received on 09 September 2019. | Manuscript published on 30 September 2019. | PP: 3816-3822 | Volume-8 Issue-11, September 2019. | Retrieval Number: K22200981119/2019©BEIESP | DOI: 10.35940/ijitee.K2220.0981119
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The use of marketing communication technologies in the innovative development of enterprises creates appropriate conditions and mechanisms that will stimulate innovative activity and the introduction of its results into the economic practice of enterprises. There are considered in the article the most modern and one of the most optimal technologies for today – the use of existing potential, which is human intelligence. The proposed crowdsourcing technology is based on the use of resources (potential, group intelligence, the principles of self-expression and self-realization of the individual) using information and communication technologies that are suitable for solving important problems of the socio-economic development of enterprises, including innovative ones. A prerequisite for the use of crowdsourcing as a factor in the successful innovation development of enterprises is the spread of modern information technologies and the possibility of their use by participants in innovation processes. Crowdsourcing can become a radical method of producing and commercializing innovation products without significant investments in the conditions of insufficient financial support for innovation processes.
Keywords: Commercialization, Crowdsourcing, Global competitiveness index, Infocommunication technologies, Integrators, Marketing communication technologies, Marketing mix concept, Technology transfer, Vendors.
Scope of the Article: Marketing and Social Sciences.