Date of Graduation
Doctor of Philosophy in Business Administration (PhD)
Supply Chain Management
Second Committee Member
Third Committee Member
B2C collaboration, cocreation, crowdsourcing, logistics, operations, supply chain
Crowdsourcing models, whereby firms start to delegate supply chain operations activities to a mass of actors in the marketplace, have grown drastically in recent years. 85% of the top global brands have reported to use crowdsourcing in the last ten year with top names such as Procter & Gamble, Unilever, and Nestle. These emergent business models, however, have remained unexplored in extant SCM literature. Drawing on various theoretical underpinnings, this dissertation aims to investigate and develop a holistic understanding of the importance and impacts of crowdsourcing in SCM from multiple perspectives. Three individual studies implementing a range of methodological approaches (archival data, netnography, and field and scenario-based experiments) are conducted to examine potential impacts of crowdsourcing in different supply chain processes from the customer’s, the crowdsourcing firm’s, and the supply chain partner’s perspectives. Essay 1 employs a mixed method approach to investigate “how, when, and why” crowdsourced delivery may affect customer satisfaction and behavioral intention in online retailing. Essay 2 uses a field experiment to address how the framing of motivation messages could enhance crowdsourced agents’ participation and performance level in crowdsourced inventory audit tasks. Lastly, Essay 3 explores the impact of crowdsourcing activities by the manufacturers on the relationship dynamics within the manufacturer-consumers-retailer triads.
Ta, Ha Hai, "Assessing the Impacts of Crowdsourcing in Logistics and Supply Chain Operations" (2018). Theses and Dissertations. 2872.