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Crowd-based business models : using collective intelligence for market competitiveness / Rajagopal.

9783030770839 (electronic bk.)
3030770834 (electronic bk.)
9783030770822
3030770826

Cham : Palgrave Macmillan, [2021]

©2021

English

1 online resource : illustrations (some color)

10.1007/978-3-030-77083-9 doi

HD30.28 .R35 2021

658.4/012

This book distinctively presents nine thematic discussions with live examples of small and large companies across the geographic destinations. Among many points of interest crowdsourcing, crowdfunding, decision-processes, technology, leadership, consumer behavior, crowd-based services designing, and future perspectives in the context of crowd-based business modelling and collective intelligence are central to the discussions in the book. This book argues that crowd is the pivot of marketing. It fills the knowledge gap on people-led enterprises by integrating the customer ideation process in developing crowd-based business models to achieve performance with purpose and proposes crowd-based business strategies in the emerging markets and significantly contributes to the existing literature. Rajagopal is Professor of Marketing at EGADE Business School of Tecnologico de Monterrey, Mexico City Campus and Life Fellow of the Royal Society for Encouragement of Arts, Commerce, and Manufacture, London, United Kingdom. Dr. Rajagopal is serving as Visiting Professor at Boston University, Boston, Massachusetts, since 2013 and is also adjunct professor at the UFV India Global Education of the University of the Fraser Valley, Canada.

Includes bibliographical references and index.

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