Crowdfunding thesis

8/19/2019 Crowdfunding thesis

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Department Of Marketing

Date 01/12 2014

Master’s Thesis2014

CrowdfundingHow Established Companies Can Benefit From Crowdfunding

Initiatives

By Kristian TabermannCand.Merc. Strategic Market Creation

Supervisor: Liana RazmeritaDepartment of International Business Communication

Number of Standard Pages: 73,8STUs: 167.995


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Perceived customer value is identified as marketing and branding related concepts, which

points out that success of a product is largely based on whether customers believe it can

satisfy their needs. This phrase emphasizes that when a company develops its brand and

markets its products, customers ultimately determine how to interpret and react to the

marketing messages. The term value proposition is used to better understand customer

perceived value. A value proposition is a comparison of the benefits offered by a company's

product to its customers relative to the price it asks customers to pay. Companies can

generally influence the value proposition in one of two ways. Companies can use long-term

brand building advertising to emphasize key traits of the brand and products, or they can

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Crowdfunding thesis

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