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

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.