In another view, a system of micro-tasking rather than a full-time job means that it is too small a scale to really price out the cost of these benefits on a per task level.

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The Malaysian market is too small to offer the economies of scale needed by a global carmaker.

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"No company has found a way to serve small accounts and scale because overhead for individual search experts is too high, " says Lou Kerner, an analyst at Wedbush Morgan.

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