외식산업에서 크라우드소싱 혁신에 관한 탐색적 연구 : 해외 외식업체에 대한 사례연구

With the development of Web 2.0 such as social media and networking sites, crowdsourcing is increasingly being used as a new management model to communicate with customers about business issues. Crowdsourcing method enables regular customers to participate in idea generation and product or service development in the organizational innovation process. While many other industries are implementing open innovation to address the problems faced by companies, few F&B companies seem to use open innovation platform. Crowdsourcing may be more useful for foodservice companies than other industry fields because most foodservice companies lack physical and human resources. The purpose of this study is to find key success factors of crowdsourcing method through a case study of foreign F&B companies, aiming to explore its application possibility to Korean companies. The successful crowdsourcing cases of six foreign F&B companies were collected and analyzed, using the framework of collective intelligence genome generated by the MIT research center. Based on these genetic factors, we analyzed the aspects of ‘who’, ‘why’, ‘what’ and ‘how’ of crowdsourcing cases. Finally, the practical implications on strategy, tools and incentives for effective crowdsourcing utilization were suggested, considering the characteristics of Korean foodservice companies. It is expected that this study will help Korean F&B companies understand and utilize crowdsourcing innovation method.