From crowdsourcing to the use of masscapital․ the common perspective of the success of apple, facebook, google, lego, tripadvisor, and zara

Abstract

In the organizational arena, outsourcing processes and the creation of company networks are becoming obsolete in light of the new era of globalization.In the new framework, some mechanisms such as crowdsourcing, defined as outsourcing to the crowd, and essentially the capturing, management, or use of what we call “Masscapital,” defined as the capabilities of the mass relevant to the organization, are the answer to new changes. This chapter analyzes the importance of crowdsourcing and its evolution in the so-called management of “Masscapital” and looks at how they are becoming the new business model which is changing the arena of competition. This chapter explains how the most successful companies in the current business environment base their success on the use of what we call “Masscapital” and gives some recommendations about the use of space, time, and volume, in the success of its use as the key competitive factor for organizations.