@inbook{a523f58e901545a9a1402a3f276b1598,
title = "Crowdfunding as a tool for innovation marketing: technology entrepreneurship commercialization strategies",
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.",
keywords = "crowdfunding, technology entrepreneurship, marketing",
author = "Ferran Giones and Alexander Brem",
year = "2019",
month = sep,
doi = "10.4337/9781786439079.00016",
language = "English",
isbn = "9781786439062",
series = "Research Handbooks in Business and Management series",
publisher = "Edward Elgar Publishing",
pages = "156--174",
editor = "Francois Therin and Appio, {Francesco Paolo} and Hyungseok Yoon",
booktitle = "Handbook of research on techno-entrepreneurship",
edition = "3.",
}