Crowdwork platform governance toward organizational value creation

Abstract

Crowdwork, a new form of digitally mediated employment and part of the so-called gig economy, has the capacity to change the nature of work organization and to provide strategic value to workers, job providers, and intermediary platform owners. However, because crowdwork is temporary, large-scale, distributed, and mediated, its governance remains a challenge that often casts a shadow over its strategic value. The objective of this paper is to shed light on the making of value-adding crowdwork arrangements. Specifically, the paper explores crowdwork platform governance mechanisms and the relationships between these mechanisms and organizational value creation. Building on a comprehensive review of the extant literature on governance and crowdwork, we construct an overarching conceptual model that integrates control system and coordination system as two complementary mechanisms that drive crowdwork platform governance effectiveness and the consequent job provider benefits. Furthermore, the model accentuates the role of the degree of centralization and the degree of routinization as critical moderators in crowdwork platform governance. Overall, the paper highlights the potential of crowdwork to contribute not only to inclusion, fair wages and flexible work arrangements for workers but also to organizations’ value and competitive edge.