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1、ISSN2029-4581.ORGANIZATIONSANDMARKETSINEMERGINGECONOMIES,2013,VOL.4,No.1(7)VALUECREATIONININNOVATIONSCROWDSOURCING.EXAMPLEOFCREATIVEAGENCIESAndriusAgafonovas*SocialDynamicsInternational,LithuaniaRaimondaAlonderienė**ISMUniversityofManagementandEconomics,Lithu
2、aniaAbstract.Innovationsarecrucialformostofthecompaniestosurvive.However,theconceptofinno-vationhasbecomebroader,includingnewformsofopeninnovation,suchascrowdsourcing.!eaimofthispaperistode"nethebusinessmodelofacrowdsourcing-drivenorganizationtocreatevalue.Em
3、piricalresearchconsistsofcasestudiesoncurrentcrowdsourcingplatforms,focusgroupswithpotentialcrowdmembersandin-depthinterviewswithpotentialcustomersofcreativeagencies.Bestpracticeswerecombinedwithsolutionsforclosingthemostsigni"cantgapsinordertocreateasuccessf
4、ulbusinessmodel.!edevelopedmodelsuggestsseparatingthecrowdinto#eeusersandanempoweredcoreteamandenablingcollaboration.Moreover,aninnovativemotivationalmodelisintroduced.Duetoathree-stepsequenceofsolution/ideageneration,superiorvalueisproposedtothecustomer.Anot
5、hercompetitiveadvantageshouldbe$exibilityandadaptabilitytothecustomer’sneeds.!epaperisoriginalsinceextendedanalysisofallcrowdsourcingstakeholdersisdelivered.Italsohaspracticalvalueproposingabusinessmodelforcreativeagencies.Keywords:crowdsourcing,innovations,c
6、reativeagency,businessmodel,valuecreationIntroductionInnovationsarecrucialformostofthecompaniestosurvive.Despiteseverala!emptstosearchforinnovationsinpublic,almostallcompaniesarestuckwiththe"rst-moveradvantage.However,Lee,OlsonandTrimi(2012)statethattheunders
7、tandingofinno-vationhasbecomebroader.In2003HenryChesbroughcameupwithaconceptofopeninnovation,whichstatesthatbysharingtheirinternalknowledgecompaniescouldbene"tnotonly"nancially,butalsoboosttheirknowledgebaseandacceleratedevelopmentof*Correspondingauthor.Socia
8、lDynamicsInternational,Aguonust.10,LT-03213Vilnius,Lithuania.E-mail:andrius@sdint.org**ISMUniversityofManagementandEconomics,E.Ozeskienesst.18,LT-44254Kaunas,Lithuania.E-mail:raimonda.alo
