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Transformation of Work Through Internal Crowdsourcing

English title Transformation of Work Through Internal Crowdsourcing
Applicant Blohm Ivo
Number 183198
Funding scheme Digital Lives
Research institution Institut für Wirtschaftsinformatik Universität St. Gallen
Institution of higher education University of St.Gallen - SG
Main discipline Science of management
Start/End 01.12.2018 - 31.07.2020
Approved amount 86'792.00
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Keywords (6)

Organizational Innovation; Work Organization; Mixed-Method Study; Longitudinal Research; Digital Transformation; Crowdsourcing

Lay Summary (German)

Lead
Die Digitalisierung hat fundamentale Auswirkungen auf Unternehmen und Märkte. Unternehmen müssen lernen sich in einem schnelllebigen und unsicheren Umfeld zu behaupten. Arbeitsformen wie sie auf den digitalen Plattformen der «Gig Economy» eingesetzt werden, haben vor diesem Hintergrund auch innerhalb von Unternehmensgrenzen ein hohes Potenzial, die Agilität und Wettbewerbsfähigkeit von Unternehmen zu verbessern.
Lay summary
Beim «internen Crowdsourcing» werden zu bearbeitende Aufgaben auf einer digitalen Plattform ausgeschrieben. Mitarbeitende können sich die zu bearbeitenden Aufgaben frei auswählen und erledigen diese dann während ihrer Arbeitszeit. Für Unternehmen und Mitarbeiter bringt der Einsatz solcher Methoden einen grossen organisatorischen Wandel mit sich. Alte Hierarchien brechen auf, neue Berufsbilder und Arbeitsmodelle müssen entwickelt werden und von Mitarbeitenden wird ein grösseres Mass an Selbstständigkeit verlangt. Das Projekt wird drei Unternehmen aus dem produzierenden Gewerbe und der Finanzindustrie begleiten, die internes Crowdsourcing eingeführt haben. Ziel ist es eine Theorie zu entwickeln, die am Beispiel des internen Crowdsourcing erklärt, wie sich der Wandel zu plattform-basierten Arbeitsformen innerhalb von Unternehmen vollzieht und wie dieser gemangt werden kann. Ein besonderes Augenmerk liegt dabei auf der Akzeptanz dieser Arbeitsmodelle von Arbeitnehmern.

Das Projekt untersucht, wie sich die Grundfesten von Unternehmen verändern – die Art und Weise wie Unternehmen Arbeit organisieren, verteilen und ausführen. Als organisatorische Innovation haben Plattform-basierte Arbeitsmodelle das Potenzial die Innovationsfähigkeit und Produktivität von Unternehmen zu verbessern. Dies ist insbesondere in einem Hochlohnland wie der Schweiz von grosser Bedeutung.
Direct link to Lay Summary Last update: 07.09.2018

Responsible applicant and co-applicants

Employees

Publications

Publication
The Nature of Crowd Work and its Effects on Individuals’ Work Perception
Durward David, Blohm Ivo, Leimeister Jan Marco (2020), The Nature of Crowd Work and its Effects on Individuals’ Work Perception, in Journal of Management Information Systems, 37(1), 66-95.
A Process Theory on Transformation of Work Through Internal Crowdsourcing
Greineder Michael, Blohm Ivo (2020), A Process Theory on Transformation of Work Through Internal Crowdsourcing, in Academy of Management Proceedings, 2020, 12694-12694, Academy of Management , Briarcliff Manor, NY 10510 2020, 12694-12694.
Conceptualizing the Agile Work Organization: A systematic literature review, framework and research agenda
Greineder Michael, Blohm Ivo, Leicht Niklas (2020), Conceptualizing the Agile Work Organization: A systematic literature review, framework and research agenda, in 33rd BLED eConference, University of Maribor University Press, Slomškov trg 15, 2000 Maribor, Slovenia.
Opening the Black Box: How to Design Intelligent Decision Support Systems for Crowdsourcing
Rhyn Marcel, Leicht Niklas, Blohm Ivo, Leimeister Jan Marco (2020), Opening the Black Box: How to Design Intelligent Decision Support Systems for Crowdsourcing, in Internationale Tagung der Wirtschatfsinformatik 2020, PotsdamUniversität Potsdam, Potsdam.
Transforming Work Organization with Internal Crowds: a Process Theory
Greineder Michael, Blohm Ivo (2020), Transforming Work Organization with Internal Crowds: a Process Theory, in International Conference of Information Systems 2020, 2020, Association of Information System, n/a 2020.
How to Empower the Workforce-Analyzing Internal Crowd Work as a Neo-Socio-Technical System
Durward David, Simmert Benedikt, Peters Christoph, Blohm Ivo, Leimeister Jan Marco (2019), How to Empower the Workforce-Analyzing Internal Crowd Work as a Neo-Socio-Technical System, in Proceedings of the 52nd Hawaii International Conference on System Sciences, University of Hawaii at Manoa, 2404 Maile Way D307, Honolulu HI 96822.

Collaboration

Group / person Country
Types of collaboration
Geberit Switzerland (Europe)
- Industry/business/other use-inspired collaboration
Credit Suisse Switzerland (Europe)
- Industry/business/other use-inspired collaboration
Helsana Switzerland (Europe)
- Industry/business/other use-inspired collaboration
Universität Kassel Germany (Europe)
- in-depth/constructive exchanges on approaches, methods or results
- Publication
- Research Infrastructure
- Exchange of personnel
Zurich Switzerland (Europe)
- Industry/business/other use-inspired collaboration
Raiffeisen Schweiz Switzerland (Europe)
- Industry/business/other use-inspired collaboration

Scientific events

Active participation

Title Type of contribution Title of article or contribution Date Place Persons involved
80th Annual Meeting of the Academy of Management Individual talk A Process Theory on Transformation of Work through Internal Crowdsourcing 07.08.2020 Vancouver, Canada Greineder Michael; Blohm Ivo;
Bled eConference 2020 Poster Conceptualization of the Agile Work Organization 27.06.2020 Bled, Slovenia Greineder Michael;
Brown Bag Seminar IDHEAP University of Lausanne Individual talk Crowd Work 26.06.2019 Lausanne, Switzerland Blohm Ivo;
Internationale Tagung der Wirtschaftsinformatik 2020 Individual talk Opening the Black Box: How to Design Intelligent Decision Support Systems for Crowdsourcing 09.03.2019 Potsdam, Germany Blohm Ivo;
Digital Futures Day 2018 Poster Transforming Work Organization through Internal Crowdsourcing 04.12.2018 Lausanne, Switzerland Blohm Ivo;


Knowledge transfer events

Active participation

Title Type of contribution Date Place Persons involved
Entwicklung eines Executive Education Moduls zum theme Crowdsourcing and Future of Work Performances, exhibitions (e.g. for education institutions) 01.09.2020 St. Gallen, Switzerland Blohm Ivo;
Managing Crowdsourcing Plattforms @ Hype Innovate 2019 Talk 10.04.2019 Bonn, Germany Blohm Ivo;
Swiss Testing Day Talk 20.03.2019 Zürich, Switzerland Blohm Ivo;


Self-organised

Title Date Place
Workshop Transformation durch Agile und Plattform-basierte Arbeit 29.10.2019 Zürich, Switzerland
Workshop Managing Crowdworking Plattorms 12.08.2019 St. Gallen, Switzerland
Workshop Transformation durch Agile und Plattform-basierte Arbeit 20.06.2019 Zürich, Switzerland
Workshop Transformation durch Agile und Plattform-basierte Arbeit 12.02.2019 St. Gallen, Switzerland

Communication with the public

Communication Title Media Place Year
Media relations: print media, online media Was passiert, wenn man per Klick eine Textübersetzung bestellt? Interview in NZZ German-speaking Switzerland 2020
New media (web, blogs, podcasts, news feeds etc.) Academic GIFts: What is crowdsourcing? And when is it most effective? Acadmic GIFT University of Gallen International Italian-speaking Switzerland Rhaeto-Romanic Switzerland German-speaking Switzerland Western Switzerland 2019

Awards

Title Year
Latsis Award - Bester Nachwuchswissenschaftler der Universität St. Gallen 2020 2020
Publication Award der HSG für Paper "The Nature of Crowd Work and its Effects on Individuals’ Work Perception" 2020
Runner Up Best Associate Editor International Conference on Information Systems 2018 2018

Abstract

Digitization fundamentally changes markets and organizations. In order to cope with a fast-moving and uncertain environment, organizations are looking for ways to become more flexible and productive. One approach to achieve these goals is the concept of internal crowdsourcing, in which organizations re-orchestrate their employees via digital platforms using open calls for temporary task assignments. In order to capture its advantages companies must transform their “traditional” mode of working that is usually build on principles such as hierarchy and clearly defined job roles, whereas the new work paradigm of internal crowdsourcing is more flexible and autonomous. The concept has a strong record of accomplishment in the digital economy on platforms such as Uber or Upwork and is now being increasingly applied within the boundaries of organizations. More and more organizations intend to move stable traditional jobs into a pool of flexible “crowd workers.” For example, Dieter Zetsche - the CEO of Daimler AG - announced to transfer 20% of Daimler’s personnel into an internal crowd for a range of innovation tasks. However, building up and orchestrating such a huge crowd reflects a major transformation for any organization that does not happen automatically.In order to address this transition, the intended project seeks to develop a process theory that explains the transformation process when organizations strive towards such approaches of platform-based work organization. In so doing, we will overcome the limitations of existing research that considers internal crowdsourcing only as static socio-technical system. We extend this view by re-conceptualizing internal crowdsourcing as technochange process that deals with the introduction of an IT-enabled organization innovation for orchestrating and executing work processes via digital platforms. In order to reach this goal, we follow a multi-phase mixed-method approach. Based on a large account of already collected data in three case organizations, we intend to collect additional qualitative and quantitative data regarding the investigated transformation processes in a longitudinal fashion and to integrate these alternating and complimentary insights into a process theory.Our project will make two important contributions. First, we will contribute a process theory that describes how organizations can manage the transformation from traditional work settings to platform-based internal crowdsourcing. Second, we will enrich the process theory by including the perspective of affected employees in order to explain the perception and acceptance of internal crowdsourcing by employees. In so doing, we address the shortcomings of existing research that predominantly describes internal crowdsourcing as a static system by re-conceptualizing internal crowdsourcing as organizational innovation that enacts a technochange process and developing a process theory for platform-based work transformation in organizations. These contributions will be relevant for various academic fields such as management and information systems research. We intend to create a two conference publications and one high-caliber journal submission (FT50; e.g., Information Systems Research) as well as a practitioner’s digest. For practice, this project’s results will help companies to successfully manage the transformation process from traditional work settings towards platform-based modes of work organization such as internal crowdsourcing. For education, the projects contributes to the University of St.Gallen’s efforts to teach students competencies for a digitized world.
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