Crowdfunding is powerful because it transcends finance; the mechanism is a vehicle for marketing, innovation, market validation, sales, and intrapreneurship-functions that are essential to the survival of all businesses, large or small. While crowdfunding was originally seen as a mechanism for entrepreneurs to raise capital for startups, we are now seeing how it can be used by multinational companies to transform their operations. This book-the first to tackle the subject-will show you how innovative global corporations have started to use crowdfunding, and how your business might also benefit. The first era of crowdfunding was defined by the entrepreneur; the second will be defined by the enterprise.
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