Unleashing The Crowd
By Ann Majchrzak & Arvind Malhotra


This book disrupts the way practitioners and academic scholars believe crowds, crowdsourcing, innovation, and new organizational forms during this emerging period of ubiquitous access to the online. The authors argue that this approach to crowdsourcing unnecessarily limits the gang to offering ideas, locking out those folks with knowledge some problem. They use data from 25 case studies of flash crowds - anonymous strangers answering online announcements to participate during a 7-10 day innovation challenge - half who were unleashed from the restrictions of that focus on ideas. Yet, these crowds were able to develop new business models, new product lines, and offer useful solutions to global problems in fields as diverse as health care insurance, software development, and societal change. This book, which offers a theory of collective production of innovative solutions explaining the practices that the crowds organically followed, will revolutionize current assumptions about how innovation and crowdsourcing should be managed for commercial also as societal purposes.

About the Author

Ann Majchrzak is Chaired Professor of Business Administration and Digital Innovation at the Marshall School of Business, University of Southern California, USA. She is an internationally-known scholar within the fields of management, organization science, and knowledge systems, also as publishing in top practitioner journals. this is often her fourth book.

Arvind Malhotra is H. Allen Andrews Professor of Entrepreneurial Education and Professor of Strategy and Entrepreneurship at the Kenan-Flagler School of Business, University of North Carolina, Chapel Hill, USA. he's an expert on innovation processes, inter-organizational knowledge management, and virtual teams having published in many top-tier academic and practice-oriented journals.