INOVAÇÃO ABERTA, CROWDSOURCING E COMUNICAÇÃO ORGANIZACIONAL: A RELAÇÃO ENTRE AS PARTES

The interaction between clients and organizations is no longer being just informative and becomes a collaborative network focused on organizational innovation processes, through ideas shared by information and communication technology such as digital social networks and collaboration platforms and this is called open innovation. It is understood that open innovation can be a challenge for organizational culture and communication, as the organization needs to change its paradigms and accept external ideas. So, the objective of this study was to identify through literature the relationship between crowdsourcing, open innovation and organizational communication. To achieve this goal a systematic review of the literature (SRL) was carried out, which followed the Cochrane Handbook, step by step. The researches were carried out in the international databases Scopus, Web of Science and Google Scholar. For content analysis 15 documents published between the years 2011 and 2017 were selected. As a result it was verified that the choice of the correct crowdsourcing platform is fundamental, because the communication channels interfere in the level of cocreation. Crowdsourcing goes beyond the creation and sharing of knowledge, it serves as basis for new organizational values. Another result was the necessity of maintain the motivation of the participants in the platform with incentives for cooperation and competition. The conclusion was that to open innovation be effective, is necessary have a platform of crowdsourcing with communication channels chosen strategically, and, in this way, bring benefits to the organization.