Evaluation of the Crowdsourcing System Effectiveness in the Lubricants Market (Evidence from the OOO "LLK-International")

To date, the world is on the verge of mastering the sixth technological order, characterized by the development of robotics, global information networks, flexible automation of production and many other industries. Thus, the future success of companies in the current market conditions depends on a new approach to creating value, primarily based on the interaction of companies with consumers, among which can be both direct customers of the company, and people from around the world. Crowdsourcing is one of the forms of building marketing based on joint creativity. In connection with the theoretical and practical contradictions regarding the introduction and use of the concept of crowdsourcing, the question arises: "How to maximize the use of the crowdsourcing system, both from the economic point of view and from the relationship with consumers?" Thus, the goal of future master's work is to develop recommendations for organizing the introduction of the crowdsourcing system into the company, which will allow choosing economically the most profitable scales of crowdsourcing projects taking into account the usefulness of building relationships with consumers. The main hypothesis of the study: The successful organization of a crowdsourcing project positively affects the loyalty of its participants.