Management of transnational corporations craudsorsing projects in glocalization conditions
DOI:
https://doi.org/10.26661/2522-1566/2019-1/07-06Keywords:
crowdsourcing, project, transnational corporation, local market, managementAbstract
Purpose. Relevance of the topic under the study is determined by the need to find promising approaches to the implementation of innovative ideas for the global business development in the local markets. The subject of the study is a set of theoretical, methodological and practical aspects of the transnational corporations’ crowdsourcing projects formation and implementation.
The purpose of the study is to improve the craudsorsing projects management system by transnational corporations, taking into account the specifics of the local markets.
Design/methodology/approach. The basic principles of the research are the method of observing the change in the main indicators of the company; the method of situational modeling; a comparative approach; system, logical generalization and complex economic approaches.
Findings. The paper determines that the efficiency increase of the transnational corporations’ crowdsourcing projects management system in the glocalization conditions is possible due to the introduction of the mechanism. This mechanism will allow TNCs Nestlé:
- to expand the target audience;
- to involve potential consumers in the development of products, which they will consider “their” that will increase the volume of its sales;
- to provide alternative sources for the decision-making and to expand choice options that will increase the effectiveness of its process;
- to optimize the terms of the project implementation, since crowdsourcing projects have strictly limited terms within which participants must provide their decision options;
- to increase the efficiency of the financial resources use: only one or several participants of the project, which are its winners, receive a monetary reward. At the same time, the company gets the ready-to-implement solution and additional benefits from improving the company’s image, etc.
Research limitations/implications. The scientific significance of the work is to determine the perspective directions of increasing the efficiency of transnational corporations’ crowdsourcing projects management in the glocalization conditions.
Originality/value. The result of the study is the improved mechanism for implementing crowdsourcing projects for TNK Nestlé in the local Ukrainian market. The practical significance of the research results is to determine the optimization directions of the crowdsourcing projects management system of the multinational corporations Nestlé.
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