The book by the EGADE Business School professor fills a gap by integrating the role of the customer in the ideation process through crowdsourcing.

By JOSÉ ÁNGEL DE LA PAZ | EGADE BUSINESS SCHOOL

Rajagopal, Professor of Marketing at EGADE Business School - Tecnológico de Monterrey, addresses the use of collective intelligence for market competitiveness in his latest book, Crowd-Based Business Models. 

The book, published by Palgrave Macmillan, fills a gap by integrating the role of the customer in the ideation process through crowdsourcing.

The author presents thematic discussions with examples of small and large companies across the world. 

“Among many points of interest, crowdsourcing, crowdfunding, decision-processes, technology, leadership, consumer behavior, crowd-based services designing, future perspectives in the context of crowd-based business modeling, and collective intelligence are central to the discussions in the book,” he stated. 

Rajagopal argues in this book that the crowd is the pivot of marketing. 

“(The book) fills the knowledge gap in companies by integrating the customer ideation process in the development of crowd-based business models to achieve performance with purpose and proposes crowd-based business strategies in emerging markets,” he added. 

Rajagopal has authored over 60 books on marketing and rural development and more than 400 research contributions, including papers published in national and international peer-reviewed journals.

The book Crowd-Based Business Models: Using Collective Intelligence for Market Competitiveness is available here.