Combining exploitation and exploration through crowdsourcing: The case of Starbucks

CABIDDU, FRANCESCA;CASTRIOTTA, EMANUELE;DI GUARDO, MARIA CHIARA;FLOREDDU, PAOLA BARBARA;PETTINAO, DANIELA

2012-01-01

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Abstract

In this paper, we explore the concept of crowdsourcing as a driver of the ambidexterity innovations capabilities and as a strategic tool to combine exploitation and exploration strategies in the innovation generation process. In doing so, we focus on the case of Starbucks Corporation, an international coffee and coffeehouse chain considered the largest coffeehouse company in the world.