Crowdsourcing and Creativity in Firms: The Mediating Role of Organizational Learning

Crowdsourcing within an organization represents a novel area of research, focused on exploring how crowdsourcing can contribute to the strategic rejuvenation of a company. This study seeks to empirically investigate how crowdsourcing affects organizational learning and creativity, and it aims to determine whether organizational learning plays a mediating role in the connection between crowdsourcing and creativity. To conduct this research, a quantitative approach was employed using SPSS and the PROCESS macro, version 4.0. A survey, which was self-administered, was utilized to collect data from 300 IT firm managers in India. The findings indicate that crowdsourcing has a significant impact on both organizational learning and creativity. Additionally, the results demonstrate that organizational learning significantly influences creativity. Furthermore, organizational learning is shown to partially mediate the relationship between crowdsourcing and creativity, highlighting how crowdsourcing can enhance creativity through the mechanism of organizational learning.