News that Starbucks and Nokia will be engaging in a spot of crowdsourcing leaves me scratching my head and thinking about the 50/50 Corporation theory again. Why do companies that have been very successful in the past with market changing determination now want to listen to the market for new success?

I'm not saying crowdsouring isn't a good idea. I just think it's unlikely to work for 100% profit companies. Starbucks and Nokia aren't social companies – and that's ok, you know what you get when you're buying from them – but because they're 100% profit companies that means that they are going to find it hard to engage at a social level.

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