Crowdsourcing as an effective marketing communication technology in innovative development of enterprises

Abstract

The use of marketing communication technologies in the innovative development of enterprises creates appropriate conditions and mechanisms that will stimulate innovative activity and the introduction of its results into the economic practice of enterprises. There are considered in the article the most modern and one of the most optimal technologies for today-the use of existing potential, which is human intelligence. The proposed crowdsourcing technology is based on the use of resources (potential, group intelligence, the principles of self-expression and self-realization of the individual) using information and communication technologies that are suitable for solving important problems of the socio-economic development of enterprises, including innovative ones. A prerequisite for the use of crowdsourcing as a factor in the successful innovation development of enterprises is the spread of modern information technologies and the possibility of their use by participants in innovation processes. Crowdsourcing can become a radical method of producing and commercializing innovation products without significant investments in the conditions of insufficient financial support for innovation processes.