Description
Book SynopsisIn a world where new trends appear by the second and the average attention span is at an all-time low, it can be hard to distinguish the revolutionary innovation from the mundane. But crowdfunding-originally an alternative means of finance for aspiring entrepreneurs -has transcended the world of finance and is fast reshaping many other aspects of our lives.No longer the sole purview of entrepreneurs, many corporations have begun to adopt and adapt the principles of crowdfunding. Leveraging the power of the crowd and the concept of community, crowdfunding transforms processes such as marketing, innovation, sales, intrapreneurship, market validation, customer engagement and more, giving any enterprise a key advantage in tomorrow's market. Crowdfunding: The Corporate Era is the first book to examine how businesses can use crowdfunding to radically improve the way they work. With a variety of case studies and insider views, from Chrysler to IBM, it is essential reading for all corporates, from midsize to multinational.
Trade Review"Entrepreneurs, corporations, and policymakers who read this book will be forever changed and inspired by the quiet tsunami in finance and marketing that is now under way. Crowdfunding is much more than people generally understand." -- David Weild IV, founder of Weild & Co., former vice chairman of Nasdaq, and "father" of the Jobs Act "A thorough and enlightening exploration of crowdfunding's roots and its successful adoption by corporates, an ongoing revolution..." -- Eddie George, founder & CEO, NewFinance. "By drawing from examples in corporate life, the authors show how 'crowd-tapping' and 'crowd-enablement' are already having significant positive impact on innovation, marketing, philanthropy, corporate social responsibility, and social enterprises. Highly recommended." -- Professor Alan Barrell, Cambridge University. "A rare insider's look at the cutting edge of some of the world's top companies-and the radical new means they're using to succeed." -- Joshua Klein, author of Reputation Economics. "Most now 'get it' that crowdfunding will be huge; what this breakthrough book shows is that large companies will be a big part of it, even leading it. Get ready for the stampede as corporate giants discover the myriad benefits of unlocking the power of the crowd." -- Jonathan Medved, CEO, OurCrowd. "Crowdfunding and alternative finance generally is enormously disruptive and will make a huge difference to the way private businesses are funded. This book brilliantly examines why this profound transformation is so important." -- David Stevenson, Executive Director AltFi and financial commentator. "Crowdfunding isn't just for startups and social causes, it's about customer engagement, open innovation, and market validation, things every modern company should care about." -- Don Tapscott, bestselling author, most recently of The Digital Economy. "Crowdfunding is coming of age and gradually moving into the mainstream. This book spotlights how corporates can leverage crowdfunding and crowdsourcing to amplify marketing, foster innovation, and enhance their CSR programmes. A pioneering and thought-provoking book!" -- Bryan Zhang, Crowdfunding and Alternative Finance Researcher, University of Cambridge
Table of ContentsIntroduction: Empowering The Crowd 11 A New Era in Crowdfunding 92 Crowdfunding and Marketing 29Chrysler 41YouTube 46Kimberly-Clark 63The Sports Industry 763 Crowdfunding and Innovation 95Sony 103ABN AMRO 107GE Ventures and OurCrowd 112IBM 1244 Crowdfunding and Corporate Social Responsibility 137DC Entertainment 146CSR Crowdfunding-A Platform's Perspective 151Crowdfunding Economic Development 1665 Bringing Corporate Crowdfunding In-House 185Conclusion 197Biographies 206Bibliography 211Index 215
