Background. Crowdsourcing is a relatively new concept, nonetheless it has been raising more and more interest with researchers. This is a result of its potential since it enables improving business processes, creating open innovations, building of competitive advantage, access to experience, information, crowd skills and work, problem solving, crisis management, expanding the organisation's existing activity and offer, creating the organisation's image, improving communication with the surroundings, optimising costs of the organisation's activity. However, although the subject of crowdsourcing constitutes one of the currently emerging directions of research on the basis of management sciences, one observes a peculiar exploration difficulty. It may result from incoherence in conceptualisation or explication of this term.