Linking innovation and sustainability through equity-based crowdfunding campaigns. A focus on cultural and creative industries

This work in progress explores the intersection of open innovation, entrepreneurship, and sustainability within the cultural and creative industries, particularly through the lens of equity based crowdfunding campaigns. Drawing from the growing emphasis on sustainability-oriented innovation, we delve into the dynamics of crowdfunding as a platform for fostering innovative solutions while addressing societal and environmental concerns. By focusing on the renowned Italian context, celebrated for its cultural heritage and creativity, we examine the role of sustainability issues in the design of successful equity crowdfunding campaigns, specifically within the cultural and creative industries. Conducting an exploratory study, we employed a multiple case study methodology, selecting three equity crowdfunding projects from the Mamacrowd platform, representing different categories within the cultural and creative industries. Our findings underscore the significance of integrating sustainability principles into entrepreneurial ventures. We highlight the emergence of innovative startups led by all-female founding teams, initiatives promoting educational engagement, and efforts towards waste reduction through craftsmanship and production efficiency.