Crowdfunding as a tool for innovation marketing: technology entrepreneurship commercialization strategies
Giones F, Brem A (2019)
Publication Type: Book chapter / Article in edited volumes
Publication year: 2019
Publisher: Edward Elgar
Edited Volumes: Handbook of Research on Techno-Entrepreneurship - Ecosystems, Innovation and Development
Book Volume: 3
Pages Range: 156-174
ISBN: 978 1 78643 906 2
DOI: 10.4337/9781786439079.00016
Abstract
These days, crowdfunding has become an established tool for entrepreneurial financing. Beyond that, it also established a new way of innovation marketing, especially for high-tech products: using crowdfunding to find out if there is a market for the product. Without the goal of collecting money for the start-up, this approach makes a new strategic approach necessary how to setup entrepreneurial commercialization strategies. This chapter offers insights into such crowdfunding behavior, and how technology entrepreneurs can make use of it. For this, a market theory perspective is taken on crowdfunding platforms, with implications for theory and practice.
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APA:
Giones, F., & Brem, A. (2019). Crowdfunding as a tool for innovation marketing: technology entrepreneurship commercialization strategies. In Francois Therin, Francesco Paolo Appio, Hyungseok Yoon (Eds.), Handbook of Research on Techno-Entrepreneurship - Ecosystems, Innovation and Development. (pp. 156-174). Edward Elgar.
MLA:
Giones, Ferran, and Alexander Brem. "Crowdfunding as a tool for innovation marketing: technology entrepreneurship commercialization strategies." Handbook of Research on Techno-Entrepreneurship - Ecosystems, Innovation and Development. Ed. Francois Therin, Francesco Paolo Appio, Hyungseok Yoon, Edward Elgar, 2019. 156-174.
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