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All Journal International Journal of Multidisciplinary: Applied Business and Education Research
Vergara, Raymond Allan G.
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Environmental Science Medicine & Pharmacology

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How Crowdfunding Shapes Venture, Product and Market Decisions: A Multiple Case Study of Philippine-based Microenterprises Vergara, Raymond Allan G.
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 7 No. 2 (2026): International Journal of Multidisciplinary: Applied Business and Education Rese
Publisher : Future Science / FSH-PH Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/ijmaber.07.02.14

Abstract

Microenterprises face constraints in accessing capital, markets, and entrepreneurial support systems, which limit their capacity for venture creation and growth. Crowdfunding emerged as an alternative mechanism with the potential to address these challenges; yet its role in shaping venture creation decisions remains underexplored in emerging economies. Using an exploratory, qualitative, multiple-case approach, this study examines how crowdfunding influences the venture-creation and decision-making processes of Philippine-based microentrepreneurs. Drawing on eight cases of successfully crowdfunded enterprises, the study investigates entrepreneurs’ motivations for participating in crowdfunding, their experiences before, during, and after campaigns, and the critical transition points that shape venture outcomes. Findings demonstrate that crowdfunding is a market-validation tool rather than a financial tool. While funding initially motivates participation, crowdfunding’s most significant benefits are non-financial: market and consumer insight, product feedback, brand visibility, and access to broader networks. More importantly, these resources inform decisions to launch new ventures, develop new products, enter new markets, or pivot strategically, enabling low-risk market experimentation prior to full venture commitment. Building on these findings, the study refines crowdfunding entrepreneurial frameworks by extending commitment beyond new venture creation to include product- and market-level decisions, and contributes an alternative venture creation pathway for resource-constrained microenterprises.
Co-Authors Ang, Andrea Jean C. Ang, Danika Therese R. Balatbat, Maricel S. Blasa-Cheng, Angelique C. Cabungcal, Miguel Angelo C. Castillo, Kharylle Camilla O. Centeno, Mica Beatrize C. Fabrigar, Jose Rapahel G. Garfin, Alejandra Beatrize M. Laguitan, Angeline Beatrice G. Locsin, Luis Alfonso R. Mabalay, Adrian A. Nañoz, John Emmanuel R. Rodriguez, Jeanelle M. Santos , Joseph Emil Santos, Joseph Emil Vergara, Kimberly Christie S.