Crowdsourcing and authenticity: A case in retail industry

Abstract : Crowdsourcing is a quite new phenomenon that pushes many companies around the world to implement it in their organization. This paper explores the implementation of crowdsourcing in a hypermarket chain in Iran. The authors of this paper develop a business model for the company and then use this business model as platform for implementing crowdsourcing. High Retailer (HR) is a newly entered multinational company that in 30 years after revolution entered Iran and establishes a place among other Iranian competitors in retail sector. The present paper uses a qualitative research by interviewing managers of the company and focus on using crowdsourcing in retail industry.