Managing work beyond borders : organisational opportunities and challenges in the gig economy
Köpsi, Kaisa (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025100525570
https://urn.fi/URN:NBN:fi:amk-2025100525570
Tiivistelmä
This thesis examined how the gig economy has influenced traditional business models, particularly on organisational engagements with online freelancers. The research explored both opportunities and challenges, as well as implications for strategy, workforce management, and long-term competitiveness.
The research was conducted via email interviews with organisational decision-makers overseeing online freelancers. Several key opportunities were identified, including access to global talent, increased flexibility, cost efficiency, and specialised skills, which helped organisations respond quickly to changing market conditions. At the same time, challenges included continuity issues, freelancer availability, cultural fit, regulation complexity, and quality control.
It was concluded that organisations needed to balance flexibility with responsibility. Success was found to rely on ensuring fair treatment, sustaining worker motivation, and integrating freelancers effectively into organisational processes, while governance and strategy were adapted to evolving labour models. While the gig economy was shown to offer opportunities for efficiency and innovation, it also required careful management to mitigate risks, safeguard worker well-being, and secure sustainable competitive advantage.
The research was conducted via email interviews with organisational decision-makers overseeing online freelancers. Several key opportunities were identified, including access to global talent, increased flexibility, cost efficiency, and specialised skills, which helped organisations respond quickly to changing market conditions. At the same time, challenges included continuity issues, freelancer availability, cultural fit, regulation complexity, and quality control.
It was concluded that organisations needed to balance flexibility with responsibility. Success was found to rely on ensuring fair treatment, sustaining worker motivation, and integrating freelancers effectively into organisational processes, while governance and strategy were adapted to evolving labour models. While the gig economy was shown to offer opportunities for efficiency and innovation, it also required careful management to mitigate risks, safeguard worker well-being, and secure sustainable competitive advantage.