Essays on Information Systems for Management Crowdsourcing at Starbucks: Embracing Customers Case Study

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The paper "Information Systems for Management Crowdsourcing at Starbucks: Embracing Customers" is a good example of a management case study. Starbuck Corporation is a global coffee and coffeehouse chain situated in Seattle, Washington. Since its establishment in 1971, the settle-based firm has progressively grown into an international powerhouse, having more than 17,000 stores in approximately 50 countries. This includes over 10,000 stores in countries such as the United States, 1,000 stores in Canada, 700 in the UK and other notable establishments in regions like Turkey and parts of Asian Markets. The characteristic Starbucks store serves espresso, drip-brew among other cold and hot drinks.

The store carries varieties of salad, pastries, sandwiches, Panini, snacks, and items like tumblers and mugs. Through the firms Hear Music brand and the Entertainment division, Starbucks has been able to sell products such as music, film and books, although most of them are specific or seasonal to localities of the stores. It is worth noting that has continuously expanded. For instance, in the 1990s the firm was opening stores almost on a daily basis, a trend that continued up to 2006.

Ho (2011, p. 71) notes that the success of the firm can be attributed to effective customer service offered by the firm across all its branches across the globe. Due to this recommendable customer service, especially in the North American region, new and existing customers highly embraces the new stores and products sold by the firm, thus being a pivotal factor for the success of the firm. Ho (2011, p. 73) notes that the firm prides its self for creating store environment, which is inviting, encouraging customers to come together for the purposes of meetings, to relax or work as well as socialization purposes.

In 2008, the firm launched mystarbucksidea. com, a social media site aimed at soliciting feedback and ideas from the numerous customers served by the company. This paper critically analyses the aspect of crowdsourcing at Starbucks, with the aim of embracing its customers. Background on crowdsourcing Brabham (2008, p. 59) argues that crowdsourcing is the process of outsourcing task, which were traditionally carried out by contractors or employees, to open-ended, large groups of community or people through open call method.

Further, crowdsourcing can be defined as a method of organising labour, where companies and other organisations, parcel out work to a certain type of community mainly online community. They are offered with payments for any particular person, within the crowd, who complete the tasks, which are set by the organisation. The main advantage for a firm to outsource its activities to the crowd as compared to performing the operations in-house is the fact that companies can be able to access large communities of potential workers having a diverse range of expertise and skills.

Further, the online community are willing as well as able to complete the activities within the shortest possible duration and at highly reduced costs compared as to when the activities are carried out in-house. The concept of crowdsourcing depends highly on facts because it is open to call to the undefined community or group of people; it also gathers the ones who are fit to carry out the task, solving complex challenges with fresh and relevant ideas. For instance, the public can be invited to developing new technology, carrying out designed tasks or community-based designs or DPD (Distributed Participatory Design).

Further, it carries out or redefines steps of algorithm or helping to capture, analyzing or systematizing enormous amounts of data. Since the onset of Web 2.0, crowdsourcing has become popular with most businesses, journalists, authors to enable them an advantage on the mass collaborations made possible by the web 2.0, in order to achieve the desired business goals, although this has attracted criticism and controversies. Crowdsourcing is a production and problem-solving model (Gentry & Zulfikar 2005, p.

80). Problems are the broadcast to an undefined group of solvers, who are informed of an open call for the solutions. The Crowd, who are users, typically forms into online communities, and crowds submit solutions. These crowd also sort through solutions and finding the appropriate ones. Thereafter, the best solutions are possessed by the firm, which broadcast the problem (Crowdsourcer) and wining individuals in-crowd, who are sometimes rewarded. In some instances, the labour is often compensated, with prizes or other forms of monetary awards.

Crowdsourcing produce solutions from volunteers or amateurs functioning in their spare times or from small businesses or experts that are known for initiating organisations. There are four main forms of crowdsourcing strategies namely: crowdfunding, crowd creation, and crowd voting and crowd wisdom.

References

Benkler, Y 2011, The Wealth of Networks: how social production transforms markets and freedom, Yale University Press.

Boutin, P 2011, Crowdsourcing: consumers as creators, Chicago university press, Chicago.

Brabham, D 2008, Moving the Crowd at iStockphoto: The Composition of the Crowd and Motivations for Participation in a Crowdsourcing Application, Rutledge, London.

Gentry C & Zulfikar R 2005, Secure Distributed Human Computation. Proceedings of the sixth ACM Conference on Electronic Commerce

Ho, M 2011, Assignment Zero First Take: Wiki Innovators Rethink Openness: Citizendium, for Assignment Zero and Wired

Lohr, S 2009, The Crowd Is Wise (When It’s Focused),The New York Times, New York.

Michelli, A 2011, The Starbucks experience: 5 principles for turning ordinary into extraordinary, Sage, New York.

Zook, M 2010 Volunteered Geographic Information and Crowdsourcing Disaster Relief: A Case Study of the Haitian Earthquake, World Medical & Health Policy: Vol. 2: Iss. 2, Article 2.

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