1、字数：英文 3767 单词， 20318 字符；中文 6545 汉字 出处： Brown, Terrence E., Edward Boon, and Leyland F. Pitt.Seeking funding in order to sell: Crowdfunding as a marketing toolJ. Business Horizons, 2017, 60(2): 189-195. 外文文献： Seeking funding in order to sell: Crowdfunding as a marketing tool Abstract &nb
2、sp;Websites such as Indiegogo and Kickstarter have attracted much attention for their ability to enable organizations and individuals to raise funds from ordinary people who contribute for a number of reasons. This phenomenon is called crowdfunding. Crowdfunding permits organizations and individuals
3、 to obtain investments they otherwise might not receive from more traditional sources such as banks, angel investors, and stock markets. A number of now well-known startups had their origins in crowdfunding. More recently, established organizations have begun to use crowdfunding websites not only as
4、 a source of finance, but also as marketing platforms. In this way, they have been able to ensure a ready market for their new offerings, with full sales pipelines, and to use the platforms as vehicles to boost brand image and gain support for brand-related causes. This adaptation of crowdfunding fo
5、r marketing purposes is not without its problems, however, and organizations would be well advised to consider not only the opportunities these platforms provide, but also their limitations and risks. Key words Crowdfunding; Crowdsourcing; Branding strategy; Relationship marketing; Social entreprene
6、urship 1.Crowdfunding: From creative projects to a commercial launch platform Eric Migicovsky created the Pebble smartwatch, which perpetually remained on because it was made of e-paper and had a battery life of up to 10 days. While he was able to raise some funds for its development through a business incubator, he failed to raise sufficient venture capital. Migicovsky then turned his hopes to the crowdfunding website Kickstarter (Netburn, 2012). The Pebble campaign launched in April 2012 with an initi
