TY  - CHAP
U1  - Buchbeitrag
A1  - Strähle, Jochen
A1  - Bulling, Lena
T1  - Case study: Marillion
T2  - Fashion & music
N2  - The purpose of this paper is to highlight the use of crowdfunding,
demonstrated by a case study about the rock band Marillion. The research
methodology applied is a literature review examining academic references. On this basis, a case study by exemplary illustrating the rock band Marillion and how they invented crowdfunding has been drafted. Findings suggest that the crowdfunding concept is no new phenomenon, since the rock band Marillion has investigated the business model. Recently, the funding method is applied to the fashion industry; hence it is efficient and engaging to finance projects by that specific business model. A limitation of this paper is that the topic of crowdfunding is new to the fashion business and needs further research and tests until they are practicable to interpret. Results show that there is a high potential for using crowdfunding in fashion by reaching a long-term change in this industry.
KW  - crowdfunding
KW  - music industry
KW  - consumer behavior
KW  - platforms
KW  - fashion industry
Y1  - 2018
SN  - 978-981-10-5637-6
SB  - 978-981-10-5637-6
SN  - 978-981-10-5636-9
SB  - 978-981-10-5636-9
U6  - https://doi.org/10.1007/978-981-10-5637-6_13
DO  - https://doi.org/10.1007/978-981-10-5637-6_13
SP  - 245
EP  - 264
S1  - 20
PB  - Springer
CY  - Singapore
ER  -