Document Type



Crowd-sourcing appears more promising with Web 2.0 functionality and businesses have started using it for a wide range of activities, that would be better completed by a crowd rather than any specific pool of knowledge workers. However, relatively little is known about how a business can leverage on collective intelligence and capture the user- generated value for competitive advantage. This empirical study uses the principle of interpretive field research to validate the case findings with a descriptive multiple case study methodology. An extended theoretical framework to identify the important considerations at strategic and functional levels for the effective use of crowd-sourcing is proposed. The analytic framework uses five Business Strategy Components: Vision and Strategy, Human Capital, Infrastructure, Linkage and Trust, and External Environment. It also uses four Web 2.0 Functional Components: Social Networking, Interaction Orientation, Customization & Personalization, and User- added Value. By using these components as analytic lenses, the case research examines how successful e-commerce firms may deploy Web 2.0 functionalities for effective use of crowd-sourcing. Prioritization of these functional considerations might be favorable in some cases for the best fit of situations and limitations. In conclusion, it is important that the alignment between strategy and functional components is maintained.