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Università Degli Studi Di Modena E Reggio Emilia Università degli Studi di Modena e Reggio Emilia Dipartimento di Comunicazione ed Economia Corso di Laurea in Pubblicità, Editoria e Creatività d'Impresa A.A. 2012/2013 INDAGINE SULLE PROBLEMATICHE E LE PROSPETTIVE DI SVILUPPO DEL CROWDFUNDING COME STRUMENTO DI FINANZIAMENTO PER IL COMMERCIO EQUO E SOLIDALE Relatore: Prof. Piergiorgio Degli Esposti Laureando: Filippo Alestra Matr. 56733 INDICE INTRODUZIONE........................................................................... 1 CAPITOLO 1 QUADRO TEORICO: IL WEB 2.0, I SUOI CONCETTI, LE SUE TEORIE........................................................................................................ 5 1.1 IL WEB 2.0............................................................................................... 5 1.2 CONCETTI E TEORIE DEL WEB 2.0.................................................... 9 1.2.1 Open Culture........................................................................................................... 10 1.2.2 Intelligenza collettiva e saggezza della folla........................................................... 15 1.2.3 Prosumerismo.......................................................................................................... 22 1.2.4 La coda lunga.......................................................................................................... 25 1.3 I FENOMENI DEL WEB 2.0................................................................... 29 1.3.1 Google e lo scontro di piattaforme.......................................................................... 29 1.3.2 Wikipedia................................................................................................................ 31 1.3.3 Social Network Sites............................................................................................... 33 1.3.4 Crowdsourcing........................................................................................................ 43 CAPITOLO 2 IL CROWDFUNDING................................................................................. 48 2.1 COSA È IL CROWDFUNDING.............................................................. 48 2.2 BREVE STORIA DEL CROWDFUNDING............................................ 51 2.2.1 Le origini antiche.................................................................................................... 52 2.2.2 Anni '90 e primi 2000.............................................................................................. 52 2.2.3 La metà degli anni 2000.......................................................................................... 54 2.2.4 2008-2009, l'assestamento...................................................................................... 56 2.2.5 Dal 2010 ad oggi..................................................................................................... 57 2.3 MODELLI DI CROWDFUNDING......................................................... 60 2.3.1 Le cose che abbiamo in comune............................................................................. 61 2.3.2 Modello reward-based............................................................................................. 64 2.3.3 Modello equity-based.............................................................................................. 69 2.3.4 Modello lending-based............................................................................................ 71 2.3.5 Donazioni & co: altre tipologie di crowdfunding................................................... 73 2.4 PRO E CONTRO DEL CROWDFUNDING........................................... 76 2.4.1 Aspetti positivi del crowdfunding........................................................................... 77 2.4.2 Aspetti negativi del crowdfunding.......................................................................... 79 2.4.3 Aspetti positivi delle forme di finanziamento tradizionali...................................... 81 2.4.4 Aspetti negativi delle forme di finanziamento tradizionali..................................... 82 2.5 CAMPAGNE DI CROWDFUNDING: FATTORI DI SUCCESSO......... 84 2.5.1 La fase precedente al lancio.................................................................................... 85 2.5.2 La fase di lancio e gestione..................................................................................... 93 2.5.3 La fase successiva alla chiusura.............................................................................. 94 2.6 ASPETTI LEGALI DEL CROWDFUNDING......................................... 95 2.6.1 Stati Uniti d'America: il Jobs Act............................................................................ 98 2.6.2 L'Italia: il Decreto Crescita 2.0............................................................................... 99 2.7 PIATTAFORME DI CROWDFUNDING................................................ 105 2.7.1 Piattaforme dal mondo............................................................................................ 106 2.7.2 Piattaforme italiane................................................................................................. 111 2.8 CASI DI SUCCESSO............................................................................... 122 2.8.1 Pebble Watch........................................................................................................... 123 2.8.2 Trail Me Up............................................................................................................. 125 2.8.3 Extra Credits........................................................................................................... 129 2.8.4 Amanda Palmer: the new record, artbook and tour................................................. 133 2.8.5 Le chiavi di casa mia. L'album di Soltanto............................................................. 137 2.8.6 Green & Pleasant..................................................................................................... 139 2.8.7 Ricostruiamo la Città della Scienza........................................................................ 140 CAPITOLO 3 IL COMMERCIO EQUO E SOLIDALE................................................... 143 3.1 COSA È IL COMMERCIO EQUO E SOLIDALE................................. 143 3.2 BREVE STORIA DEL COMMERCIO EQUO E SOLIDALE................ 144 3.2.1 Anni '40................................................................................................................... 144 3.2.2 Anni '50................................................................................................................... 145 3.2.3 Anni '60................................................................................................................... 146 3.2.4 Anni '/0.................................................................................................................... 147 3.2.5 Anni '80................................................................................................................... 148 3.2.6 Anni '90................................................................................................................... 150 3.2.7 Anni 2000................................................................................................................ 151 3.3 I PROTAGONISTI DEL COMMERCIO EQUO E SOLIDALE............. 153 3.3.1 Iproduttori............................................................................................................... 153 3.3.2 I trader..................................................................................................................... 154 3.3.3 I distributori............................................................................................................. 155 3.3.4 I certificatori............................................................................................................ 156 3.4 AGICES E LA CARTA COMES ITALIANA.......................................... 159 3.4.1 Agices...................................................................................................................... 160 3.4.2 La carta italiana dei criteri del commercio equo e solidale..................................... 161 3.5 IL REGISTRO AGICES E LA REALTÀ ITALIANA............................. 167 CAPITOLO 4 INDAGINE SPERIMENTALE................................................................... 173 4.1 PERCHÉ QUESTA RICERCA................................................................. 173 4.2 IDENTIFICAZIONE DELL'AMBITO D'INDAGINE E IPOTESI......... 175 4.3 METODOLOGIA D'INDAGINE............................................................. 178 4.3.1 Creazione del questionario...................................................................................... 178 4.3.2 Composizione del campione e metodologia di diffusione...................................... 179 4.4 ANALISI................................................................................................... 180 4.4.1 Analisi del campione............................................................................................... 180 4.4.2 Conoscenza e pratica del crowdfunding................................................................. 183 4.4.3 Dimensioni delle organizzazioni............................................................................. 188 4.4.4 Know-How tecnologico.......................................................................................... 193 4.4.5 Percezione del crowdfunding.................................................................................. 197
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