Reaping Value‐Added Benefits from Crowdfunders: What Can We Learn from Relationship Marketing?
In: Strategic change, Band 23, Heft 7-8, S. 439-460
ISSN: 1099-1697
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.