Purpose: The purpose of this paper is to identify areas and issues for management to consider in balancing specialization and commonalization in large manufacturing corporations with multiple brands from a strategic R&D and manufacturing point of view. Design/methodology/approach: Three global...

This study examines the emerging organizational concept of Crowdsourcing where new idea submissions from outside the firm's boundaries are obtained, selected, evaluated, coded, and integrated into the organization. This research is developed through a case study of a large European...