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Reaping Value‐Added Benefits from Crowdfunders: What Can We Learn from Relationship Marketing?
Author(s) -
Macht Stephanie A.
Publication year - 2014
Publication title -
strategic change
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.527
H-Index - 16
eISSN - 1099-1697
pISSN - 1086-1718
DOI - 10.1002/jsc.1988
Subject(s) - marketing , value (mathematics) , business , economics , industrial organization , mathematics , statistics
Fund‐seeking entrepreneurs who are interested in reaping value‐added benefits from their crowdfunders can positively influence their funders through the use of relationship marketing and trust‐building techniques.