The use of crowdsource testing and its role in innovation within an organization

Abstract

The main aim of this study is to gain an understanding of how innovation and crowdsource testing are being incorporated within an online sports trading company, which provides bookmaking and arbitrage services. An analysis of their impact within the company and on its employees will take place, and on the role innovation plays in the organization's ability to compete in the market. Background information on the organization chosen for the research has determined that the company portrays itself as innovative. This study will explore the use of crowdsource testing by the company, whether it is found to be beneficial, and if it has any disadvantages for the given company. The chosen research method adopted to approach this study was qualitative research. An intrinsic single case study was chosen to analyze the crowdsource testing phenomenon and innovation within the company. The particular organization was of the interest to the research, rather than a subject to generalization. The case study consisted of observation and interviews. The data concerning answering research questions was collected using semi-structured in-depth interviews. 6 interviews were carried out in order to address the research questions. The thematic analysis has identified themes that have allowed answering the research questions. The process of crowdsource testing was the subject to observation. The case study allowed for an in-depth look of crowdsource testing in the organization, selected for the research. The data analysis has identified the importance of innovation in the company, that innovation concerns various aspects of business operations. Innovation is seen as the focal reason for having a competitive advantage. Crowdsource testing has been recognized to be a very successful experience for the company, with barely any identifiable disadvantages. It has strongly contributed to the development and improvement of the product. New ideas gathered in the process of crowdsource testing are the mam contribution of crowdsource testing to the innovation within the company.