×
Save 10% on All IGI Global Research Books
& OnDemand Individual Chapter & Article Downloads
Available exclusively on IGI Global’s Online Bookstore. Offer valid through October 31, 2024
Get IGI Global News
US
China
Cart
0
Login/Create Portal Account
All Products
All Products
Books
Journals
Videos
Book Chapters
Journal Articles
Video Lessons
Teaching Cases
Special Offers
Save 10% on the IGI Global Online bookstore
Now through October 31, 2024, save 10% on all IGI Global research books & OnDemand individual chapter & article downloads. IGI Global contributors may stack this discount with their exclusive 50% contributor discount, which is automatically applied when logged into a contributor portal account. Non-contributors may also combine the discount with one other discount, including coupon codes.
Not valid on open access processing charges, e-collections, or videos. Discount is not applicable for distributors.
Explore Books & Chapters
IGI Global’s New Emerging Topic e-Book Collections
Acquire highly focused and affordable Cutting-Edge Peer-Reviewed Research Content through a selection of 17 topic-focused e-Book Collections discounted up to 90%, compared to list prices. Collection topics include Artificial Intelligence, Data Science, Language Learning, Marketing and Customer Relations, Sustainability, and many more. Hosted on the InfoSci
®
platform, these collections feature no DRM, no additional cost for multi-user licensing, no embargo of content, full-text PDF & HTML format, and more.
Learn More
Open Access Book (Free Access) - Encyclopedia of Information Science and Technology, Sixth Edition (ISBN: 9781668473665)
The
Encyclopedia of Information Science and Technology, Sixth Edition)
continues the legacy set forth by the first five editions by providing comprehensive coverage and up-to-date definitions of the most important issues, concepts, and trends pertaining to technological advancements and information management within a variety of settings and industries. The entire book is being published under open access.
Read Now
Open Access Book (Free Access) - Food Sustainability, Environmental Awareness, and Adaptation and Mitigation Strategies for Developing Countries (ISBN: 9781668456293)
Food Sustainability, Environmental Awareness, and Adaptation and Mitigation Strategies
for Developing Countries provides information on the recent technology, mitigation, and environmental protection that must be applied for food sustainability in developing countries. This book is being published under Platinum Open Access through funding from Diponegoro University, Indonesia.
Read Now
Open Access Book (Free Access) - New Models of Higher Education: Unbundled, Rebundled, Customized, and DIY (ISBN: 9781668438091)
The Walmart Corporation and the Lumina Foundation have provided funding to make
New Models of Higher Education: Unbundled, Rebundled, Customized, and DIY
fully open access, completely removing any paywall between scholars in education and the latest research on new models for the future of higher education.
Read Now
Open Access Book (Free Access) - Handbook of Research on the Global View of Open Access and Scholarly Communications (ISBN: 9781799898054)
Through a collaboration between IGI Global and the University of North Texas, the
Handbook of Research on the Global View of Open Access and Scholarly Communications
has been published as fully open access, completely removing any paywall between researchers of any field, and the latest research on the equitable and inclusive nature of Open Access and all of its complications.
Read Now
Books
Books
Open Access Books
OnDemand Book Chapters
Books by Subject
Business, Administration, & Management
Scientific, Technical, & Medical (STM)
Education & Social Sciences
Books by Field
Business & Management
Computer Science & Technology
Education
Life Sciences
Government & Law
Library & Information Science
Media & Communications
Medicine & Healthcare
Physical Sciences & Engineering
Security & Forensics
Social Sciences & Humanities
Journals
Journals
OnDemand Journal Articles
Journals by Subject
Business, Administration, & Management
Scientific, Technical, & Medical (STM)
Education & Social Sciences
Journals by Field
Business & Management
Computer Science & Technology
Education
Life Sciences
Government & Law
Library & Information Science
Media & Communications
Medicine & Healthcare
Physical Sciences & Engineering
Security & Forensics
Social Sciences & Humanities
e-Collections
e-Book Collections
Emerging Topic e-Collections
e-Journal Collection Archive
e-Cases Collection
Pick & Choose
XML for Artificial Intelligence
OnDemand
Open Access
View All Open Access Opportunities
Search across all of IGI Global’s available open access publishing opportunities to unleash your research potential.
Find an Open Access Journal for Your Next Manuscript
Search across all of IGI Global’s available open access publishing opportunities to unleash your research potential.
Submit an Open Access Book Proposal
Learn more about open access book publishing and how it can propel your research forward in the field.
Convert Your Work to Open Access
Already published? You can convert your work to open access to increase its impact through IGI Global’s Restrospective Open Access Program.
Utilize Open Access Collection Database
Open up your research potential by utilizing our open access content or integrating the open access collection into your library
Consider Open Access Agreements
For Libraries: consider no-cost or investment-level open access agreements with IGI Global to support your faculty's research endeavors.
Search Funding Resources
Looking for additional funding resources to support your open accesss endeavors? View industry resources compiled by our open access team.
Review Open Access Policies & Ethical Guidelines
Considering IGI Global to publish your work under open access? Review IGI Global’s open access policies and ethical guidelines
Publish
with Us
Resources
Librarians
e-Collections
Book Title List
Journal Title List
Video Title List
Library Collection Development Service
Browse Forthcoming Books
Consortia Partnerships
Library and Publisher Collaborations
Product Distributors
Catalogs
Open Access Initiative
Instructors
Course Adoption
Teaching Cases
K-12 Online Learning Collection
Researchers
Browse Books
Browse Journals
Browse Forthcoming Books
Search Open Access Content
OnDemand Downloads
Webinars
InfoScipedia
Authors and Editors
eEditorial Discovery
®
System
Peer Review Process
Ethics and Malpractice
COPE Membership
Fair Use Policy
Open Access Publishing
FAQ
Distributors
Distributor Resources
Book Distributors
Journal Subscription Agencies
E-Resource Partners
Browse Forthcoming Books
Catalogs
About Us
news
room
Email Updates
RSS
Search
Search:
All Posts
IGI Global News
New Title Releases
Press Releases
All Tags
A-Title (1)
Academic Writing Month (1)
Accounting & Finance (20)
Acquisitions (67)
Adaptive & Complex Systems (7)
Adult Learning (19)
AERA (3)
Aerospace Engineering (12)
Against the Grain (5)
Agent Technologies (4)
ALA Annual (1)
ALA Midwinter (1)
Algorithms (3)
AMCIS (1)
AOM (1)
Applied E-Learning (39)
Articles (191)
Artificial Intelligence (83)
ASEE (1)
Asia (86)
Author News (649)
Awards & Recognition (152)
BIBF (2)
Bioinformatics (12)
Biologically-Inspired Computing (11)
Biomedical Technologies (25)
Biometrics (9)
Blended & Mobile Learning (28)
Book Series (234)
Books & E-Books (1028)
Business & Organizational Research (50)
Business & Technical Education (14)
Business and Management (298)
Business Information Systems (39)
Business Intelligence (28)
Business Process Management (23)
Chapters (266)
Charleston (5)
Chemical Engineering (5)
Chemoinformatics (3)
China (69)
Clinical Technologies (15)
Cognitive Informatics (21)
Cognitive Learning (9)
Collective Intelligence (7)
Computational Intelligence (16)
Computational Linguistics (6)
Computer Engineering (10)
Computer Graphics & Art (6)
Computer Science and Information Technology (263)
Computer Simulation (5)
Computer Vision & Image Processing (6)
Computer-Assisted Language Learning (6)
Computer-Mediated-Communication (11)
Conferences (204)
Consortia (6)
Consumer Management (9)
Contributor Collaboration (13)
COPE Resources (6)
Course Adoption (86)
Cyber Behavior (43)
Cyber Warfare & Terrorism (39)
Cybernetics (8)
Data Analysis & Statistics (17)
Data Mining (28)
Data Warehousing (14)
Database Technologies (88)
Databases (33)
Decision Support Systems (9)
Digital Crime & Forensics (20)
Digital Divide & Developing Countries (22)
Digital Libraries (22)
Digital Literacy (18)
Distance Education (32)
E-Business (30)
E-Collaboration (19)
E-Commerce (19)
Eastern Europe (62)
Education (420)
Electrical Engineering (5)
Electronic Services (15)
End User Computing (4)
Engineering Education (14)
Enterprise Information Systems (9)
Enterprise Resource Planning (2)
Entrepreneurship & E-Innovation (6)
Environmental Engineering (25)
Environmental, Agricultural, and Physical Sciences (102)
ER&L (1)
Europe (149)
Events & Collaborations (265)
Facebook (10)
FIBF (1)
Free Content (140)
Gaming (40)
Gender & Technology (13)
Geoinformatics (6)
Global Business (43)
Global Information Technology (40)
Government and Law (137)
Grid & High Performance Computing (1)
Healthcare (102)
Healthcare Information Systems (55)
Hidden (1)
Hospitality, Travel & Tourism Management (12)
Human Aspects of Business (34)
Human Aspects of Technology (106)
Human Resources Development (21)
India (47)
Industrial Engineering (4)
Industrial Informatics (4)
Information Ethics (13)
Information Resources Management (23)
Information Retrieval (12)
Information Security & Privacy (29)
Information Trust (20)
Information Value & Quality (9)
InfoSci-Books (282)
InfoSci-Cases (15)
InfoSci-Databases (80)
InfoSci-Dictionary (5)
InfoSci-Disciplines (8)
InfoSci-Journals (179)
InfoSci-Medical (10)
InfoSci-OnDemand (21)
InfoSci-Select (1)
InfoSci-Videos (12)
Instructional Design (31)
Interactive Technologies (35)
Internet Technologies (30)
Interview (205)
IT Governance (13)
IT Policy & Standardization (11)
IT Research & Theory (14)
Journals (373)
Knowledge Discovery (64)
Knowledge Management (103)
Knowledge Society (49)
Latin & South America (20)
Library and Information Science (180)
Library Collaboration (25)
Library Information Systems (102)
Library Technology Innovation Series (14)
Marketing (38)
Materials Science (3)
Mechanical Engineering (5)
Media and Communications (175)
Medical, Healthcare, and Life Sciences (198)
Middle East & Africa (73)
Mobile Computing (26)
Multimedia Technology (41)
Music Technologies (2)
Nanotechnology (10)
Networking (39)
Neural Networks (6)
Newsletter (242)
North America (400)
Oceania (70)
Open Access (66)
Open Access Week (42)
Open Source Software (5)
Partnerships (19)
Peer Review Week (11)
Presentations (79)
Public & Sector Management (19)
Public Policy & Administration (100)
Research Essentials (22)
Research Trends (238)
Resources for Distributors (274)
Resources for Instructors (401)
Resources for Librarians (421)
Resources for Researchers (540)
Resources for Translators (119)
Reviews & Indexing (104)
Robotics (21)
Science & Engineering (104)
Security and Forensics (134)
Semantic Web (2)
Sensor Technologies (1)
SLA (2)
Small & Medium Enterprises (3)
Social Computing (62)
Social Sciences and Humanities (204)
Software (96)
Strategic Information Systems (5)
Supply Chain Management (10)
Surveys, Measurements & Response Systems (7)
Sustainable Development (39)
Systems & Software Engineering (6)
Teaching Cases (61)
Technologies in Higher Education (46)
Technologies in K-12 Education (34)
Telecommunications (7)
Topic Collections (30)
Twitter (16)
Ubiquitous & Pervasive Computing (3)
Urban & Regional Development (9)
Videos (19)
Virtual Communities (48)
Virtual Learning Environments (73)
Web Services (8)
Web Technologies & Engineering (15)
Web-Based Teaching & Learning (47)
Webinar (62)
Wireless Systems (9)
World Forgotten Children's Foundation (1)
Posted any time
Posted this week
Posted this month
Posted this year
Sort by:
Relevance
Newest first
Oldest first
Search
Reset
Interview with Fabio Allegreni, contributing author to the first global book on crowdfunding: Crowdfunding for Sustainable Entrepreneurship and Innovation
Crowdfunding as a New Tool for Enhanced Marketing
By
IGI Global
on
Sep 2, 2016
While crowdfunding is definitely a way to help enterprises raise funds, it may also be considered as a powerful marketing tool. Indeed, if marketing is a way to meet the needs and provide benefits to people, crowdfunding can do the same. Depending on the way a company approaches and exploits them, both reward and equity crowdfunding can give a wide choice of alternative options for achieving the typical marketing objectives, particularly related to two out of the four marketing P’s: product and promotion.
This is the central thesis of Fabio Allegreni - partner of the Italian consulting firm
Crowd Advisors
- in his chapter, “
Crowdfunding as a Marketing Tool
” contributed to the new book
Crowdfunding for Sustainable Entrepreneurship and Innovation
, edited by the economist
Walter Vassallo
and published by IGI Global. The book will be officially launched at
Crowd Dialog Europe
on September 8 in Graz, Austria. Editor Walter Vassallo interviewed Fabio to help us better understand his unique views on crowdfunding.
Can enterprises raising funds through a crowdfunding campaign accomplish additional strategic objectives that go beyond fundraising?
Yes. This is especially true for reward crowdfunding campaigns, where marketing goals can have an even higher priority than fundraising. For instance, testing a new product by letting backers pre-order it, before putting it into production, is a great way to evaluate its market approval. Also, a reward crowdfunding campaign can be exploited for entering a new market, launching a new product or even strengthening the relationship with customers.
Is this true also for equity crowdfunding?
Equity crowdfunding campaigns may pursue a side marketing goal, indeed. It may concern the financial strategy by setting the base for further future funding rounds or increase credit worthiness. However, it also deals with the company’s products or services strategy. Actually, a company may look for entering a new market, or finding commercial or industrial partners.
Are marketing opportunities limited to enterprises using crowdfunding to raise funds?
I believe (and the market is proving it) that it is an opportunity even for medium and large corporations that invest funds, provided they hold a relevant marketing budget. They may look at crowdfunding as a more efficient or additional way to implement their marketing strategies.
Investing in reward crowdfunding campaigns can be a powerful tool for increasing a corporate brand equity. This is especially true when a corporation is a pro-active investor, meaning that, for instance, it supports a program for financing selected initiatives as long as they reach a share of their funding target. People will associate the company’s brand to its commitment in supporting the development and growth of new enterprises. Another way a corporation can leverage on reward crowdfunding investing is to scout new technologies or products, by stimulating either external or internal initiatives.
How can the investment in the equity of a startup be turned into a marketing activity?
Investing in Start-ups or SMEs by buying their shares, offered through an equity crowdfunding campaign, enhances the acknowledgement of the same objectives I mentioned before. Instead of concentrating the whole R&D funds on expensive internal teams, a corporation may also acquire a stock of one or more promising business, thus controlling more closely their ability of developing new solutions. In addition, interesting Start-ups or SMEs can become commercial or financial partners whenever their offer is complementary to the investor’s one.
The advantage of implementing such strategies by scouting opportunities on equity crowdfunding platforms, rather than directly, is a matter of time and money: not all companies can afford an expensive due diligence on a large number of small companies, which, conversely, equity crowdfunding platforms facilitate.
What kind of evolution are we likely to expect for the future?
The opportunity crowdfunding offers as a marketing tool depends of course on a company marketing strategy, but it also relies on the ability of management or entrepreneurs to catch it by taking marketing decisions with an open mind.
On the other hand, crowdfunding is still at its early stage and, especially equity crowdfunding has not expressed its full potential yet. Nevertheless, it is fast growing in the US as well as in Europe. This will certainly give rise to new ways of exploiting it as an even more powerful marketing tool. As more enterprises and initiatives will list on crowdfunding platforms, and the more both individuals and corporations will get used in investing in growing businesses, the higher will be the potential of using crowdfunding for pursuing marketing objectives.
Fabio Allegreni is an entrepreneur and a digital media adviser since 1997, with a main focus on projects increasing the company assets value through converged mobile, web, social networks, e-commerce. He has an extensive knowledge of the media industry including Internet, social networks and mobile technologies, and his track record includes digital media projects development for large corporations, as well as business development advisory for start-ups (having also launched several tech start-ups each with a successful exit). Several years ago, Fabio founded Crowd Advisors, a consulting firm specializing in advising startups, SMEs and PA on fundraising, with a special focus on crowdfunding and crowd economy. He also publishes Crowdfunding Buzz, the first Italian online magazine dedicated entirely to crowdfunding.
Related Posts:
-
Predicting the Future: How to Anticipate Needs and Create New Business Models and Revenues- Interview with Walter Vassallo
-
Book Launch Party to be Held at Crowd Dialog Europe 2016
Browse for more posts in:
Author News
Business and Management
Environmental, Agricultural, and Physical Sciences
Public & Sector Management
Book Series
Books & E-Books
InfoSci-Books
Conferences
Interview
Europe
Resources for Distributors
Resources for Instructors
Resources for Librarians
Resources for Researchers
Resources for Translators
Networking
Public Policy & Administration
Events & Collaborations
No comments
Comments
Log in
or
sign up
to comment.
Be the first to comment!
Please complete the following form to proceed to the video:
First Name*:
*
Last Name*:
*
Email*:
*
Affiliation (Please do not provide abbreviations)*:
*
Highest Educational Degree Earned?*:
*
Your Major Areas of Research?*:
*
Submit
Close
More from IGI Global
Sep 27, 2024
Join the Forefront of Publishing Innovation
IGI Global is focused on providing researchers with opportunities to shape the future of their field with an accessible and streamlined process. In recognition of Peer Review Week’s theme in 2024 (technology and innovation), we are highlighting our innovative use of technology to simplify your peer review experience.
IGI Global
Read More
Books & E-Books
Journals
Awards & Recognition
Peer Review Week
Sep 27, 2024
Over 300 of IGI Global’s 2024 Copyright Books Now Indexed in Scopus
Scopus continues to recognize IGI Global books for their high-quality and importance within the academic community. Learn what this prestigious recognition means for the publisher and the experts behind these books.
IGI Global
Read More
Books & E-Books
Awards & Recognition
Reviews & Indexing
Sep 26, 2024
The Currency Crisis
it’s only natural that money follows suit. Countries worldwide are recognizing the advantages of virtual currencies, leading to a significant transformation in central banking.
IGI Global
Read More
Computer Science and Information Technology
Books & E-Books
Research Trends
Sep 25, 2024
AI & Automation in Peer Review
The advent of artificial intelligence (AI) has shaken almost every industry across the world—and the scholarly publishing industry is no exception.
IGI Global
Read More
Artificial Intelligence
Books & E-Books
Journals
Resources for Librarians
Resources for Researchers
Peer Review Week
Sep 23, 2024
IGI Global’s Dedication to the Academic Community
Review our past (free) webinars in support of Peer Review Week.
IGI Global
Read More
Books & E-Books
Journals
Webinar
Peer Review Week
Sep 20, 2024
Q&A With Prof. Hui-Nee AuYong
In this digital era, the risk of fraud and corruption is now a major concern for people everywhere, leaving individuals desperate for a solution.
IGI Global
Read More
Sep 19, 2024
Q&A With Editor Hamed Taherdoost
With the rapid growth in the world of FinTech, it can be hard for users to stay up to date with the most recent innovations.
IGI Global
Read More
Computer Science and Information Technology
Books & E-Books
Sep 19, 2024
Are You at Increased Risk of Parkinson’s Disease from Pollution?
Researchers are finding correlations between environmental factors and the development and worsening of Parkinson's Disease.
IGI Global
Read More
Medical, Healthcare, and Life Sciences
Environmental, Agricultural, and Physical Sciences
Books & E-Books
Research Trends
Sep 13, 2024
Stephanie Kew Yen Nee, a Young Physicist, Discusses the Potential Future of Physics
Check out this video of chapter author, Stephanie Kew Yen Nee highlighting their recent research and discoveries regarding electromagnetic wave control.
IGI Global
Read More
Materials Science
Books & E-Books
Chapters
Presentations
Sep 12, 2024
Could Reading Books be the Ultimate Therapy?
Your mental health and wellbeing may improve with a break from technology.
IGI Global
Read More
Social Sciences and Humanities
Books & E-Books
Research Trends
First
Previous
1
2
3
4
5
6
7
8
9
10
...
Next
Last