Crowdfunding as a tool for innovation marketing: technology entrepreneurship commercialization strategies

Ferran Giones, Alexander Brem

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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.
Original languageEnglish
Title of host publicationHandbook of research on techno-entrepreneurship : ecosystems, innovation and development
EditorsFrancois Therin, Francesco Paolo Appio, Hyungseok Yoon
Place of PublicationCheltenham, UK
PublisherEdward Elgar Publishing
Publication dateSep 2019
ISBN (Print)9781786439062
ISBN (Electronic)9781786439079
Publication statusPublished - Sep 2019
SeriesResearch Handbooks in Business and Management Series


  • crowdfunding
  • technology entrepreneurship
  • marketing

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