Crowdsourcing and marketing : the business model marketing agency and critical success factors

Innovations have a key meaning for the majority of companies allowing them to survive. Despite the still dominant search of innovation within the organization, after the change of views on their source which were brought up by research on the concept of open innovations it is “co-innovation” that is becoming the object of analysis. The purpose of the publication is to formulate a crowdsourcing model which associates Internet users and marketing companies looking for innovative solutions outside their own organization. This model is the effect of research done by a group of marketing companies employees and crowdsourcing platforms. The results of this research allow to formulate critical factors determining the success of marketing activity using crowdsourcing