Entrepreneurs increasingly use reward-based crowdfunding to finance innovation projects through a large number of customer investments. The existing academic literature has predominantly studied factors that drive crowd investments and whether crowdfunding predicts market success. However, we...

1. Introduction -- 2. Concept, Relevance and Management of CX -- 3. Starting a Start-Up -- 4. Understanding The Outside World: Customers & The Surrounding Environment -- 5. Outside-In: Defining the CX-Centric Business DNA—The Why, How, and What of a Start-Up -- 6. Inside-Out: Testing,...