Management of transnational corporations craudsorsing projects in glocalization conditions


Keywords: crowdsourcing, project, transnational corporation, local market, management

Abstract

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.

Author Biographies

Olha Holovan, Zaporizhzhia National University, Ukraine

PhD in Mathematics, associate professor, Assistant Professor of the Department of Business Administration and Management of Foreign Economic Activity, Zaporizhzhia National University, Zaporizhzhia

Oleksandr Oliinyk, Zaporizhzhia National University, Ukraine

PhD, associate professor, Assistant Professor of the Department of Business Administration and Management of Foreign Economic Activity, Zaporizhzhia National University, Zaporizhzhia

Svitlana Markova, Zaporizhzhia National University, Ukraine

PhD in Economics, associate professor, Assistant Professor of the Department of Business Administration and Management of Foreign Economic Activity, Zaporizhzhia National University, Zaporizhzhia

References

Howe, J. (2009), Crowdsourcing: Why the power of the crowd is driving the future of business. Crown Business.

Karyi, O. I. and Panas, Ya. V. (2016), “Crowdsourcing as a management tool: examples of solutions to local problems”, Visnyk Natsionalnoho universytetu “Lvivska politekhnika”, Seriia: Problemy ekonomiky ta upravlinnia : zbirnyk naukovykh prats, Issue 847, pp. 213-219, (in Ukrainian).

Kirieieva, O. (2016), “Crowdsourcing as an innovative tool for public participation in public administration”, Mekhanizm derzhavnoho upravlinnia, Vol. 3(30), pp. 72-78, (in Ukrainian).

Korchaka, M. (2018), "Creative, savings, lottery: what are the industry crowdsourcing platforms", available at: http://mmr.ua/show/kreativ_ekonomiya_lotereya _chto_nesut_industrii_kraudsorsingovye_platformy (Accessed 19 November 2018), (In Russian).

Kovalchuk, S. (2015), “Development of client orientation by means of crowdsourcing”, Marketynh v Ukraini, Issue 5, pp. 34-48, (in Ukrainian).

Kovbasiuk, Yu. (2016), “Crowdsourcing as an instrument of public authority”, Aktualni problemy ekonomiky, Vol. 4(178), рр. 349-357, (in Ukrainian).

Lohvinov, V. T. (2013), “Application of crowdsourcing in the process of forming the system of e-services”, Materialy mizhnar. nauk. konhresu “Informatsiine suspilstvo v Ukraini”, рр. 70-71, (in Ukrainian).

Lykhachev, E. F. (2016), “Crowdsourcing, as a new phenomenon in the economy. Its socio-innovative nature and classification”, Ynternet-zhurnal “NAUKOVEDENYE”, Volume 8, Issue 1, available at http://naukovedenie.ru/PDF/76EVN116.pdf (Accessed 27.10.2018), (in Russian).

Maistrenko, O. V. (2017), “Crowdsourcing: the essence, types, principles and tools of application”, Ekonomika i suspilstvo, Issue 9, pp. 507-511, (in Ukrainian).

Mynts, A. Yu. (2013), “Crowdsourcing as a method for solving problems in a globalized economy and features of its use in Ukraine”, Visnyk Pryazovskoho derzhavnoho tekhnichnoho universytetu, Issue 26, рр. 85-90, (in Russian).

Nestlé Annual Review 2017 (2018), available at: https://www.nestle.com/asset-library/documents/library/documents/annual_reports/2017-annual-review-en.pdf (Accessed 29 November 2018).

Nielsen (2017), Ukrainian coffee market - situation and trends, available at: http://www.nielsen.com/ua/uk/insights/news/2017/ukrainian-coffee-market-situation-and-trends.html (Accessed 25 November 2018), (in Ukrainian).

Panchenko, Ye. H. and Kiriakova, M. Ye. (2013), “Concepts of Open Innovations and Strategies of Transnational Corporations in Ukraine”, Ekonomika, sotsiolohiia, pravo, Issue 1, рр. 155-162, (in Russian).
Published
2019-03-22
How to Cite
Holovan, O., Oliinyk, O. and Markova, S. (2019) “Management of transnational corporations craudsorsing projects in glocalization conditions”, Management and Entrepreneurship: Trends of Development, 1(07), pp. 54-63. doi: https://doi.org/10.26661/2522-1566/2019-1/07-06.