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Crowdfunding als Instrument des Entrepreneurial Marketings. Zusammenhänge und Erfolgsfaktoren by Festen, Felix

Crowdfunding als Instrument des Entrepreneurial Marketings. Zusammenhänge und Erfolgsfaktoren

by Felix Festen
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Book cover type: Paperback
  • ISBN13: 9783346490728
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 82
  • Original Price: GBP 52.9
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 118 grams
  • BISAC Subject(s): Marketing / General

Masterarbeit aus dem Jahr 2020 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Bergische Universität Wuppertal, Sprache: Deutsch, Abstract: Diese Arbeit betrachtet die Themengebiete Crowdfunding und Entrepreneurial Marketing mit dem besonderen Fokus auf die jeweiligen Erfolgsfaktoren, um diese dann auf Überschneidungen zu untersuchen. Auf Basis der zugrundeliegenden Fachliteratur lassen sich eine Vielzahl von Überschneidungen identifizieren, die eine Einordnung des Crowdfundings als Instrument des Entrepreneurial Marketings zulassen. Insbesondere durch die starken Überschneidungen in der Zielsetzung der beiden Themen sowie den Spezifika des Crowdfunding, die wiederum zu den Erfolgsfaktoren des Entrepreneurial Marketings passen, wird die enge Verknüpfung beider Disziplinen deutlich. Die in der theoretischen Ausarbeitung identifizierten Erfolgsfaktoren und die damit einhergehende Korrelation beider Ansätze wird durch die Analyse zweier realer Fallstudien bestätigt, welche an erfolgreich verlaufenen Crowdfunding-Kampagnen verdeutlichen, welche Wirkung Crowdfunding in Bezug auf Entrepreneurial Marketing besitzt. Neben der theoretischen Erarbeitung der Zusammenhänge beider Disziplinen, soll diese Arbeit ebenfalls als Leitfaden für Startups dienen, um sich einen ersten Eindruck über Crowdfunding als Marketing-Instrument zu verschaffen und die wichtigen Erfolgsfaktoren zu identifizieren.

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