Kristian Roed Nielsen



a summary of my published research record. I cannot afford open-access so please get in touch if you would like a copy of one of the articles below.

Ph.D. thesis

Nielsen, K. R. (2017). 'Crowdfunding for Sustainability: A Study on the Potential of Reward-based Crowdfunding in Supporting Sustainable Entrepreneurship. Frederiksberg: Copenhagen Business School [Phd]. PhD Series, No. 35.2017


Kaja Rangus Emerging Scholar Paper Award at the 6th Annual World Open Innovation Conference, 2019. Organised by University of California (Berkeley) and LUISS Guido Carli

Peer-reviewed articles

Testa, S., Nielsen, K.R., Vallentin, S., Ciccullo, F. 'Sustainability-oriented innovation in the agri-food system: Current issues and the road ahead'. Technological Forecasting and Social Change, 2022 (In press).*

Junge, L.B., Laursen, I.C. & Nielsen, K.R. 'Choosing crowdfunding: Why do entrepreneurs choose to engage in crowdfunding?'. Technovation, 2022 (111).*

Nielsen, K.R. & Binder, J. 'I Am What I Pledge: The Importance of Value Alignment for Mobilizing Backers in Reward-Based Crowdfunding'. Entrepreneurship Theory & Practice, 2021, 45(3). pp. 531-561.*

Nielsen, K.R. (2020) 'Policymakers’ views on sustainable end-user innovation: Implications for sustainable innovation'. Journal of Cleaner Production, 254(2020).*

Nielsen, K.R. (2019) 'Crowdfunding in Denmark: From niche to mainstream financing'. Økonomi & Politik, 2019(4). pp. 80 – 99 (in Danish)

Gallemore, C., Nielsen, K.R., & Jespersen, K. (2019) 'The uneven geography of crowdfunding success: Spatial capital on Indiegogo'. Environment and Planning A: Economy and Space, 51(6). pp. 1389 – 1406*

Testa, S., Nielsen, K.R., Bogers, & M. & Cincotti, S. (2018) 'The role of crowdfunding in moving towards a sustainable society'. Technological Forecasting and Social Change, 141. pp. 66 - 73.*

Nielsen, K.R. (2018) Crowdfunding through a partial organization lens - The co-dependent organization, European Management Journal, 36(6). pp. 695 - 707.*

Nielsen, K.R., Reisch, L.A. & Thøgersen, J. (2016) Sustainable user innovation from a policy perspective: A systematic literature review, Journal of Cleaner Production, 133(2016). pp. 65 – 77.*

Conference Papers

Nielsen, K. R. & Binder, J. (2019). Reward-based Crowdfunding and Sustainability: The Role of Values in Mobilizing Backers in Crowdfunding Campaigns. Paper presented at 6th Annual World Open Innovation Conference, Rome, Italy.

Watson, R., Nielsen, K. R., Mera, C, Wilson, H.N, Macdonald, E., Reisch, L.A., Hemel, S. (2019). Policy for Sustainable Entrepreneurship: A Crowdsourced Framework. Paper presented at the Proceedings of the Seventy-ninth Annual Meeting of the Academy of Management. ed. /Guclu Atinc. Briar Cliff Manor, NY : Academy of Management 2019

Nielsen, K.R. (2019). Crowdfunding: Grassroots Funding for Grassroots Ideas. Paper presented at Global Good Congress, Lausanne, Switzerland.

Watson, R., Nielsen, K.R., Wilson, H.N., Mera, C., & Reisch, L.A. (2018). Policy for Sustainable Entrepreneurship: A Crowdsourced Framework. Paper presented at The 47th EMAC Annual Conference 2018, Glasgow, United Kingdom.

Nielsen, K.R. (2016). Crowdfunding Through a Partial Organizational Lens. Paper presented at 4th Crowdinvesting Symposium, München, Germany.

Nielsen, K.R., & Reisch, L.A. (2016). Crowdfunding for Sustainability: The Role of Value Orientation Frames in Guiding Individual Investment Behavior. Paper presented at The International Conference on Business, Policy and Sustainability, Frederiksberg, Denmark.

Nielsen, K.R., Reisch, L.A., & Bogers, M. (2015). A Systematic Review of End-users Within Sustainable Innovation. Paper presented at The 23rd Nordic Academy of Management Conference. 2015, Frederiksberg, Denmark.

Juntunen, J., Korsunova, A., Zimmerling, E., & Nielsen, K.R. (2015). Enabling Consumer Participation in Sustainability-oriented Open Innovation Processes. Abstract from 13th International Open and User Innovation Conference 2015, Lisbon, Portugal.

Nielsen, K.R., Thøgersen, J., & Reisch, L. A. (2015). Sustainable User Innovation From a Policy Perspective: A Systematic Literature Review. Paper presented at ABIS Annual Colloquium 2015, Milan, Italy.


Nielsen, K. R., Mueller, T., Gwozdz, W., Bauer, J. M., & Nielsen, K. S. (2018). Task 3.3 Consumer Evaluation of Materials and Products Developed Within the Project: Designed High-value Products from Zero-value Waste Textiles and Fibres Via Design Driven Technologies. Frederiksberg: Copenhagen Business School, CBS.

Reisch, L. A.; Roed Nielsen, K., Watson, R., & Wilson, H. (2016). Designing Policy for Sustainable User Innovation and Entrepreneurship. Frederiksberg: Copenhagen Business School, CBS.

Varga, L., Adams, G., Verbong, G., Verhees, B., Allen, P., Butan, E., Nielsen, K. R., Fernandez-Marín, X., Wilson, H., Macdonald, E., Smart, P., Watson, R., Mera, C., Armstrong, L., Reisch, L. A., Thøgersen, J. (2016) Detailed Report on the Behaviour of the User Entrepreneur as a Key 'System Changer' in Future Scenarios Brussels : EU-InnovatE 2016, 33 p.

Roed Nielsen, K., Nielsen, K. S., & Reisch, L. A. (2016). Reality Test: Users, Innovation and Sustainability : European Policymakers’ View on Sustainable User Innovation and Entrepreneurship. Frederiksberg : Copenhagen Business School, CBS 2016, 45 p

Roed Nielsen, K., Reisch, L. A., & Thøgersen, J. (2014). Users, Innovation and Sustainability : The Role of End-users and Policy Makers in Sustainable Innovation. Frederiksberg : Copenhagen Business School, CBS 2014, 78 p.


Nielsen, K. R. (2018). Crowdfunding: Grassroots Funding for Grassroots Organisations? Kurage, (28), 32-34.

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I am an Associate Professor of Sustainable Consumption and Innovation at the Department of Management, Society and Communication at Copenhagen Business School. My research is at the intersection between sustainable consumer behaviour and innovation, where I currently study the potential role of the “crowd” in promoting sustainability. Seeking to uncover what role the consumer could have in enabling and financing sustainable innovation.


Projects that gave are gving me a chance

SSE & CBS Collarboration

A three-year Post.Doc that seeks to explore how crowdfunding – a novel form of consumer-driven financing for entrepreneurial endeavors – could be utilized in order to enable more sustainable entrepreneurship and innovation. The Post.Doc represents a joint effort between the Stockholm School of Economics (SSE) and the Copenhagen Business School (CBS) that is specifically aims at building further research collaboration between the Mistra Center for Sustainable Markets (Misum) and the Department of Management, Society and Communication (MSC).


My PhD project was part-financed by a larger EU FP7 project called EU-InnovatE, which had the overall goal of investigating the innovative and entrepreneurial roles that end users (consumers) take in shaping a green EU-economy. Exploring the often ignored role of the consumer within sustainable innovation and entrepreneurship, where consumers are more often relegated to position of passive adopter of sustainable innovation. Instead the project proposed that consumers are in fact significant sustainable innovators in their own right. The work by Copenhagen Business School was led by Prof. Lucia Reisch and me, where we sought to explore the policy implications of consumer driven innovation by uncovering, for example, the potential role of “crowd” in driving, financing and enabling sustainable ventures.


Trash-2-Cash (T2C) is an EU funded research project aiming to create new regenerated fibres from pre-consumer and post-consumer waste. It’s also pioneering a whole new way of developing materials. The idea of recycling textile waste has been popular for decades, but current mechanical methods give poor quality fabrics suitable only for industrial applications like insulation, and upcycling of pre-consumer textile waste into products is impossible to scale. T2C proposes a new model where paper and textile waste is recycled chemically - resulting in fabrics that are the same quality as new materials, to make products that are industrially replicable and infinitely recyclable.

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Need a speaker for your next event who is passionate about sustainable consumption and innovation?

If you are looking for a speaker with experience and knowledge regarding sustainable consumption and innovation I could be your man. Price depends on the nature of the talk and the company - if you are a non-profit I have no problem doing a talk for free if time allows and I do not have to reinvent the wheel. For more demanding work and company presentations my rates vary.



Kristian presented at the 2nd edition of Pepperminds Industry Talks his vision on crowdfunding. Besides his extended knowledge on the subject, he presents with a passion and enthusiasm that is contagious. In the limited amount of time he had, he made the audience a lot more clever on crowdfunding and how to do it. He backs his arguments with science in a very accessible way. I can warmly recommend Kristian.

Ted Køhlert van Zwieten
Business Development Director Nordic - Pepperminds

Kristian Roed Nielsen was the speaker at a research seminar on crowdfunding for employees at Cphbusiness. Here he gave a very inspiring presentation where he started by introducing crowdfunding and the various crowdfunding models. Based on his own research, Kristian drew a current, detailed and very accurate picture of crowdfunding in Denmark. He then engaged the participants in a series of interesting discussions about what determines the observed crowdfunder behavior and what we can expect in the future. We experienced an exciting afternoon and went home a lot wiser than we came.

Svend Erik Thomsen
Associate Professor - Cphbusiness


A few of my meandering ideas put on paper

Female entrepreneurs & reward-based crowdfunding: Offline inequality and online equality?

February 3rd 2020

Traditional sources of entrepreneurial finance tend to favor men, while female entrepreneurs are often bypassed. Thielst, G.H. (2019), for example, found that Danish investors tend to be more skeptical towards female entrepreneurs and place higher demands on them for details, numbers, and forecasts. However, with the emergence of reward-based crowdfunding we are witnessing an outcome contrary to this offline gender inequality, that women are systematically more successful than men (Gorbatai & Nelson 2015, p.1). Let us explore why.

Read the rest here

The uneven geography of crowdfunding success

May 29th 2019

In recent years, crowdfunding has emerged as an increasingly common source of innovation finance for entrepreneurs that has allowed them to forgo traditional financiers like venture capitalists (Mollick 2014). Instead, entrepreneurs can engage consumers directly for financial support and consumers have thus become increasingly common enablers of product and service innovation in their own right (Belleflamme et al. 2014). The potential to engage consumers directly for innovation finance has subsequently been hailed to be changing “how, why, and which ideas are brought into existence” (Gerber & Hui 2013, p.1). For example, by reducing the geographical constraints of traditional funding (Agrawal et al. 2015)in addition to expanding access to entrepreneurial finance to a greater range of individuals and teams (Lehner & Nicholls 2014; Sorenson et al. 2016). It perhaps not surprising then that, an increasing number of people are excited by crowdfunding and especially its potential to democratize access to finance, especially as it breaks with the dominance of venture capitalist who typically select entrepreneurs who mirror themselves “in terms of their educational, social, and professional characteristics and end up concentrated in a small number of regions.” (Sorenson et al. 2016, p.1526). But the question is: Does crowdfunding break the geographic constraints observed within other funding domains or is it similarly discriminatory?

Read the rest here

Is the World Getting Better or Worse?

June 11th 2018

All things considered, is the world getting better or worse? If you were to read the papers and peruse the latest headlines you would be hard pressed to believe in anything but a slow and gradual decline. Many indeed engage in nostalgia about the past and bemoan our fall from grace blaming a variety of undefined groups from the lazy youth, to the elite, the unemployed, or the foreign. Even in academia – where all things should be treated with reasoned scepticism – I cannot escape the sense of dread about the future that many of my colleagues feel. In the end very few people think that the world is getting better – and if you are one of those in tiny minority who argues that the world has improved vastly – be prepared for a bombardment of what can politely be called scepticism. We are for some reason willing to accept bad news on whim, but remain strongly critical of good news. That the world is increasingly poorer, more violent, and even dumber seems for many as a fact – I will try to convince you otherwise.

Read the rest here

Crowdfunding for Sustainability: A new vehicle for green growth?

December 4th 2017

The emergence of reward-based crowdfunding as novel source of funding for entrepreneurs (also labelled innovation finance) has been hailed as a democratizing revolution within innovation finance (Lawton and Marom 2012; Mollick and Robb 2016). The potential to engage consumers directly for capital is proposed to be changing “how, why, and which ideas are brought into existence” (Gerber and Hui 2013:1) by, for example, reducing the geographical constraints of traditional funding (Agrawal, Catalini, and Goldfarb 2015) in addition to expanding access to entrepreneurial finance to a greater range of individuals and teams (Lehner and Nicholls 2014; Sorenson et al. 2016). Its potential for enabling sustainable entrepreneurship is therefore also gaining popular and academic traction. But is this hype or does reward-based crowdfunding truly represent a needed innovation funding boon for sustainable entrepreneurs? This is exactly what my dissertation sought to explore by examining under which conditions and to what extent reward-based crowdfunding could financially benefit entrepreneurs with social and/or environmentally-oriented products. And can it? Well it depends.

Read the rest here

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If you are interested in my research, want me to give a talk at your next event or have something else in mind please get in touch. I try to respond as soon as possible, but please allow for some delay. Looking forward to hearing from you!

    Dalgas Have 15. Room 2Ø.058,Frederiksberg, Denmark



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