Exploring new marketing opportunities: crowdsourcing and its role in strategic and marketing choices

This paper examines the role of marketing strategies in a perspective of stronger customers involvements highlighting its evolution according to both theoretical and empirical contents. Starting from the assumption that customers are not merely targets of strategic activities, the paper underlines the active role of customer as well as the community in design and implementation of marketing policies both at induced and organic level. This statement comes from the higher consumer confidence in the use of web 2.0 tools and their value-added services. Particularly, the current research analyzes how firm’s relations with other can create value through crowdsourcing activities.