Abstract:
Mass collaboration is the future of competitive advantage in businesses. With a burgeoning middle-class
population in India, the capital formation power of crowdsourcing can provide competitive edge to businesses
that can use this tool for their advantage. As per Wikipedia, crowdsourcing is the process of obtaining needed
services, ideas or content by soliciting contributions from a large group of people, and especially from an online
community, rather than from traditional employees or suppliers. Though it is an age-old concept, its application
as a marketing tool is still in the stage of infancy in India (Wexler, 2011). But time is not far when it will become
an alternative channel for various industries for sourcing the knowledge, expertise, time and resources of a
predefined crowd. This research paper tries to explain the concept of crowdsourcing, types of crowdsourcing
and its application in taking important marketing decisions. Reliance games, Frinto lay, Nirbhaya campaign,
Hyundai and Zomato are some of the successful examples of crowdsourcing discussed in the paper. These
examples will enable readers to comprehend and relate with it in an understandable manner. The paper also
tries to reveal the flip side of crowdsourcing as a precautionary measure for marketers
