Value co – creation through crowdsourcing: The case of Squadhelp competition platform

The increasing attention for open innovation processes within organizational development context is materialized through new product and/or services development. The main approach into this direction is to enhance the crowdsourcing features within internal innovation processes, especially value co–creation. The emerging industries, such as creative ones, are using this approach in order to innovate and to enhance collaborative power of creative co–producers. By shifting the co–creation from customers only to multiple stakeholders’ engagement there can be observed the actors’ evolution within the innovation ecosystems. Thus, in this paper there will be assessed the key features of crowdsourcing processes in terms of the most relevant transitions in value co–creation theory. The use of case study approach will reveal relevant insights from the Squadhelp competition platform in terms of innovation, crowdsourcing activities and creative co–producers