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Article
Publication date: 16 December 2019

Leonardo Mastrangelo, Sonia Cruz-Ros and Maria-Jose Miquel-Romero

The purpose of this paper is to investigate the factors that determine two forms of crowdfunding campaign success: success in securing the necessary financial resources and…

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Abstract

Purpose

The purpose of this paper is to investigate the factors that determine two forms of crowdfunding campaign success: success in securing the necessary financial resources and personal success in terms of the entrepreneur’s satisfaction. Specifically, it studies factors linked to the relationship between entrepreneurs and funders (co-creation and feedback) and factors linked to the campaign’s content (dimensions of corporate social responsibility (CSR)).

Design/methodology/approach

An empirical study of 52 crowdfunding entrepreneurs was conducted. Data were gathered using a structured questionnaire. Fuzzy-set qualitative comparative analysis was performed.

Findings

For financial and personal success, all factors, except the social dimension of CSR, are necessary conditions. Two configurations are sufficient for entrepreneurs to achieve financial success. The first configuration that is sufficient for personal success is the same as the first configuration for financial success. The second configuration for personal success is similar to the second configuration for financial success, except that it also includes financial success itself.

Research limitations/implications

Entrepreneurs should invest in CSR and seek to improve the quality of their relationships with their funders. Crowdfunding platforms should design and manage co-creation and feedback tools that are capable of providing deep knowledge of users’ opinions and concerns whilst generating value. The limitations of this study are that only the reward-based crowdfunding model was considered, and the data covered just two platforms.

Originality/value

This study contributes to the literature by presenting empirical analysis of the factors that influence financial success and personal success in reward-based crowdfunding. It examines aspects that strictly refer to the content of the project and aspects that refer to the entrepreneur–funder relationship. Specifically, the roles of the four dimensions of CSR were considered. Moreover, the fsQCA method provides a fresh approach to research in this area.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 26 no. 3
Type: Research Article
ISSN: 1355-2554

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Article
Publication date: 23 March 2012

Carmen Pérez‐Cabañero, Tomás González‐Cruz and Sonia Cruz‐Ros

This paper seeks to extend knowledge on the impact of different marketing capabilities on various measures of organisational performance in the context of family‐run small to…

2884

Abstract

Purpose

This paper seeks to extend knowledge on the impact of different marketing capabilities on various measures of organisational performance in the context of family‐run small to medium‐sized enterprises (SMEs).

Design/methodology/approach

Aspects regarding marketing capabilities in family‐owned SMEs and their impact on superior performance are identified and briefly discussed according to the existing literature. Then, quantitative research is presented followed by a discussion of the findings. The paper ends with the conclusion, managerial implications, limitations and lines for future research.

Findings

The results of the study show the relevance of marketing capabilities for product differentiation to gain stakeholders' satisfaction. Other marketing capabilities related to marketing planning and pricing have a positive impact on financial performance.

Originality/value

Different marketing capabilities have a different impact on various measures of performance. The nature of the marketing capabilities under consideration determines whether their main impact is on financial performance rather than on stakeholders' satisfaction.

Details

Marketing Intelligence & Planning, vol. 30 no. 2
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 12 October 2012

Tomas F. Gonzalez‐Cruz, Ana Huguet‐Roig and Sonia Cruz‐Ros

With a view to contributing to a better understanding of the interactions between design dimensions, the authors aim to present a formal model that analyzes the internal fit…

1160

Abstract

Purpose

With a view to contributing to a better understanding of the interactions between design dimensions, the authors aim to present a formal model that analyzes the internal fit relationship between centralization and formalization, taking into account organizational technology and the “systems approach”.

Design/methodology/approach

Based on the study by Zeffane, the authors develop an alternative, formal model that introduces organizational technology and assumes that greater structural control does not necessarily lead to better organizational integration. The model equally considers the possibilities of underfit and overfit.

Findings

The proposed formal model provides a sound rationale on how organizational technology determines the contribution of centralization and formalization to the achievement of integration. The complementary interactions between design dimensions result in very clear patterns, with all the complementary choice variables tending to be done together at a comparable level. Also, it evidences that only a finite of feasible set of intermediate choices exists.

Research limitations/implications

In the interests of simplicity, the model does not include other contingency factors, such as environment and strategy, nor does it address the question of non‐concavity of the objective function that allows equifinality. Questions such as whether the consequences of underfit are different from those produced by overfit should be addressed in further research and model developments.

Originality/value

This paper develops a rationale for better understanding the interactions between design dimensions, such as centralization and formalization and helps to fill the research gap related to the absence of analytical models that allow a rigorous analysis of the internal relationships between different organizational design dimensions.

Details

Management Decision, vol. 50 no. 9
Type: Research Article
ISSN: 0025-1747

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