Crowdsourcing Takes Center Stage in Businesses

Clint Boulton, CIO Journal – Wall Street Journal | February 1st, 2013

To promote its halftime show for Super Bowl XLVII this Sunday PepsiCo Inc. turned to its customers who offered thousands of photos to be used in an on-air video introduction welcoming pop star Beyonce to the stage. The soft drink maker’s promotion is an example of a growing phenomenon known as crowdsourcing, in which businesses assign tasks to a group of people outside the typical chain of decision making.

Long used by forward-looking companies, crowdsourcing has become more popular as more businesses use it to quickly get results for crucial projects, such as designing trucks, building predictive models, improving customer service and designing Super Bowl halftime shows…