Don't Just Follow the Crowdfunding Crowd

Crowdfunding has been much talked about as an innovative way of funding entrepreneurial businesses, allowing them to source financial backing from a growing plethora of online platforms. But in reality crowdfunding may not be suitable for a particular business idea or sector – and some crowdfunding platforms may not be viable at all. As the research’s author, Gary Dushnitsky, puts it, “It’s great that crowdfunding is the solution, but to what question and, specifically, in what industry?”