Integrating mobile service and exclusive in-store demonstrations adds value, and provides motivation to visit stores.

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From the very beginning when we partnered with them, their whole motivation was to figure out ways to give greater value to the fans.

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My co-researchers and I in our IBM Institute for Business Value study, Collective Intelligence: Capitalizing on the Crowd, we have pointed to intrinsic motivation as well as a strong factor to drive not just individual work but collective crowdsourcing.

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