Handbook of Research on Techno-Entrepreneurship, Third Edition
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Handbook of Research on Techno-Entrepreneurship, Third Edition

Ecosystems, Innovation and Development

Edited by François Thérin, Francesco P. Appio and Hyungseok Yoon

This Handbook focuses on techno-entrepreneurial ecosystems under several different aspects: how the ecosystems have evolved in techno-entrepreneurship, the influence that techno-entrepreneurs can have on complex ecosystems such as regions and nations, and the new types of innovations that techno-entrepreneurs are pursuing to adapt to the ecosystems, such as frugal innovation.
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Chapter 7: Crowdfunding as a tool for innovation marketing: technology entrepreneurship commercialization strategies

Ferran Giones and Alexander Brem

Abstract

These days, crowdfunding has become an established tool for entrepreneurial financing. Beyond that, it has also established a new method of innovation marketing, especially for high-tech products: using crowdfunding to find out if there is a market for the product. However, this possibility requires the tailoring of entrepreneurial commercialization strategies for crowdfunding platforms as product markets. This chapter offers insights into 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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