IM426 – BUSINESS CASES AND CASE STUDIES IN MIS6 – 8 May 2014

Compiled and/or Prepared by – Celeste Ng

CASE 5: INTERNATIONAL POWERHOUSE GETS IDEAS FROM CROWDSOURCING

CASE 5: INTERNATIONAL POWERHOUSE GETS IDEAS FROM CROWDSOURCING (1) Powerhouse 有影響力的地方 Drip-brew coffee 滴釀咖啡 Espresso 濃咖啡 Pastry 點心 Gourmet coffee 美食咖啡 Suggestion box 意見箱 Vote 投票 Prioritize idea 優先點子 Designated

特定 In the work 工作中 Idea’s progress toward implementation 想法的進步到實施 Launched 發展 . 推出 Feedback 回饋 Responsiveness 回應 Crowd sourcing site 群眾外包網

站 To embrace customers 去接納客戶 Credibility gap 可信度 / 差距 To tapping into customer 為了進軍顧客市場 Overwhelmingly positive tone 非常正面的語氣 Possibility of censorship 審查制度的可能性 Impression 印象 Critics 評論家 Valid 有效的

CASE 5: INTERNATIONAL POWERHOUSE GETS IDEAS FROM CROWDSOURCING (2) http://mystarbucksidea.force.com/ What are the key elements of Starbucks crowdsourcing site?

How are they more than just an electronic suggestions box?The site was built around four key themes: Sharing: Community members can post their ideas for Starbucks

products, services, community contributions or changes in operations.

Voting: Any one can create an electronic suggestion box. One of the things that makes mystarbucksidea.com special is that members can vote on the ideas. This helps the company prioritize ideas that are most likely to be attractive to their customers.

Discussing: In addition to voting, members can provide feedback by commenting 發表評論 on the ideas of others. Designated “Idea Partners” (company employees) participate in these discussions, answer questions and provide insights.

Seeing: Community members can track an idea’s progress toward implementation. A running tally of the votes (thumbs up or thumbs down) is displayed next to each entry. Next, ideas are tagged 標記 by the company with one of four status icons: “under review” 正在審查 , “reviewed”, “in the works” 在工程 and “launched” 推出 . This feedback helps demonstrates responsiveness.

WEB SITE (1) – HOMEPAGE

WEB SITE (2) - VOTING

WEB SITE (3) – IDEAS IN ACTION

WEB SITE (4) - LEADERBOARD

SHARING

VOTING

DISCUSSING

SEEING

CASE 5: INTERNATIONAL POWERHOUSE GETS IDEAS FROM CROWDSOURCING (3)

What are the chief concerns voiced by critics of mystarbucksidea.com? Do you think they are valid? Most of the implemented ideas were already

under consideration by the company. The biggest concern seems to be about

credibility 可信性 . Some critics say the overwhelmingly positive tone of

the message postings and the relative lack of negativity suggests the possibility of censorship. Instead, they should participate in conversations at existing Web sites where people talk about the company (see http://starbucksgossip.typepad.com/).