IT-based strategy, capabilities, and practices: crowdsourcing implementation in market-oriented firms

Abstract

In this paper, the resource-based view is used to analyze the implementation of crowdsourcing as an IT-based practice. The study examines strategic positioning regarding market orientation and the role of two capabilities: transformational leadership and organizational learning capability, in the implementation of crowdsourcing. An empirical study of Spanish telecommunications and biotechnology companies confirms the moderating effect of these capabilities on the relationship between market orientation and crowdsourcing.

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Appendix: Measurement scales

Appendix: Measurement scales

Item Market orientation (Deshpandé and Farley 1998)
MO1 Our business objectives are driven primarily by customer satisfaction
MO2 We constantly monitor our level of commitment and orientation to serving customer needs
MO3 Our strategy for competitive advantage is based upon our understanding of customer needs
MO4 We measure customer satisfaction systematically and frequently
MO5 We are more customer-focused than our competitor(s)
MO6 We poll end users at least once a year to assess the quality of our products and services
MO7 Data on customer satisfaction are disseminated at all levels in this business unit on a regular basis
Item Crowdsourcing (Xu et al. 2015)
CS1 The organization has introduced platforms to develop ideas about new products or services
CS2 Users can freely express their ideas about the introduction of new innovations in the firm
CS3 The firm considers that a group of users can develop new ideas about new products or services or improve existing ones
CS4 There are financial and non-financial incentives to develop the best ideas
CS5 The firm has evaluation systems to assess the effectiveness of ideas
CS6 There are knowledge transfer systems to disseminate the best ideas
CS7 The firm uses virtual communities to develop new products or services
CS8 New ideas consider the stakeholders of the firm
Item Transformational leadership (Bass 1999)
TL1 The leader encourages me to perform more than I am expected to
TL2 The leader increases my motivation to achieve individual and organizational goals
TL3 The leader encourages me to think more creatively and be more innovative
TL4 The leader sets challenging standards for all tasks given to me
TL5 The leader gets me to rethink ideas that I had never questioned before
Item Organizational learning capability (Chiva et al. 2007)
  Experimentation
V1 People here receive support and encouragement when presenting new ideas
V2 Initiative often receives a favorable response here, so people feel encouraged to generate new ideas
  Risk taking
V3 People are encouraged to take risks in this organization
V4 People here often venture into unknown territory
  Interaction with the external environment
V5 It is part of the work of all staff to collect, bring back, and report information about what is going on outside the company
V6 There are systems and procedures for receiving, collating and sharing information from outside the company
V7 People are encouraged to interact with the environment: competitors, customers, technological institutes, universities, suppliers etc.
  Dialogue
V8 Employees are encouraged to communicate
V9 There is a free and open communication within my work group
V10 Managers facilitate communication
V11 Cross-functional teamwork is a common practice here
  Participative decision-making
V12 Managers in this organization frequently involve employees in important decisions
V13 Policies are significantly influenced by the view of employees
V14 People feel involved in main company decisions

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Devece, C., Palacios-Marqués, D. & Ribeiro-Soriano, D.E. IT-based strategy, capabilities, and practices: crowdsourcing implementation in market-oriented firms. Rev Manag Sci 15, 15–32 (2021). https://doi.org/10.1007/s11846-019-00369-w

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Keywords

  • Crowdsourcing
  • Market orientation
  • Resource-based view
  • Transformational leadership
  • Organizational learning capability

Mathematics Subject Classification

  • 90B60
  • 90B99