Kraft Learns About Risks in Crowdsourcing

“Crowdsourcing” has emerged as a popular trend for companies to have the public come up with everything from ad campaigns to slogans for their brands. There are numerous success stories of companies employing crowdsourcing – most recently Netflix completed an open competition to improve the algorithm for its recommendation system by ten percent. The prize was $1 million and the contest attracted tons of attention from software engineers and the press.

Kraft Foods, seeking a name for an updated version of Vegemite – a food spread popular in Australia – found itself in a less fortunate position.

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