Social networks for outsourcing and developing a Firm’s creativity

Social networks are leading to a fruitful involvement of collective creativity in firm’s innovation processes. We propose a review about creativity, resource integration and social networks in order to define a framework, based on founding elements and conditions, to channel such collective creativity. This study offers two main findings, the first relates to the organization of innovative processes within companies: internet-based collective creativity establishes an architecture of new sources, tools and practices. The second implication is linked to the viral effect that arises in the social media environment and concerns the company’s capacity to absorb and manage distortional effects within the users’ shared information or brand experience