Mediaspace scheduled maintenance: Aug 25, 2026 07:00 - 12:00 AM. During this time, videos will be temporarily unavailable. Check status updates.

Lecture

Launching New Ventures: Crowdfunding

Description

This lecture covers the concept of crowdfunding as a new channel for seed funding, emphasizing the non-financial gains and the importance of testing and validating market ideas. It also explores successful examples, practicalities, and the key players involved in crowdfunding.

Official source

Related concepts (29)

Crowdfunding

Crowdfunding is the practice of funding a project or venture by raising money from a large number of people, typically via the internet. Crowdfunding is a form of crowdsourcing and alternative finance. In 2015, over was raised worldwide by crowdfunding. Although similar concepts can also be executed through mail-order subscriptions, benefit events, and other methods, the term crowdfunding refers to internet-mediated registries.

Brand awareness

Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. Brand awareness is a key consideration in consumer behavior, advertising management, and brand management. The consumer's ability to recognize or recall a brand is central to purchasing decision-making. Purchasing cannot proceed unless a consumer is first aware of a product category and a brand within that category.

Brand management

In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives. Developing a good relationship with target markets is essential for brand management. Tangible elements of brand management include the product itself; its look, price, and packaging, etc.

Customer engagement

Customer engagement is an interaction between an external consumer/customer (either B2C or B2B) and an organization (company or brand) through various online or offline channels. According to Hollebeek, Srivastava and Chen (2019, p. 166) S-D logic-Definition of customer engagement is "a customer’s motivationally driven, volitional investment of operant resources (including cognitive, emotional, behavioral, and social knowledge and skills), and operand resources (e.g.

Brand

A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Brand names are sometimes distinguished from generic or store brands.

Related lectures (28)

Crowdfunding: New Ventures MOOC: Launching New Ventures

Explores crowdfunding for new ventures, including market validation, building relationships, and boosting growth through engaging with backers.

Crowdfunding: Launching New Ventures

Explores crowdfunding for new ventures, covering players, schemes, strategies, and practical tips.

Launching New Ventures: Crowdfunding

Explores crowdfunding for entrepreneurs, including benefits, practical tips, and key players.

Crowdfunding: The Funding Universe MOOC: Launching New Ventures

Delves into crowdfunding schemes, players, funding types, and success stories in the entrepreneurial world.

The Rise of Chinese Multinationals