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Crowdfunding has been embraced by entrepreneurs across the globe as an alternative, and well-publicized, source of start-up financing. In Sweden, despite the apparent benefits of crowdfunding, high levels of internet
connectivity and a reputation for producing global ICT entrepreneurs, crowdfunding has not (yet) been embraced among ICT entrepreneurs. This paper explores this empirical puzzle in light of technology affordances and
institutional entrepreneurship literatures, as well as their complementarity. After presenting the methodology and preliminary findings of this qualitative case study of the crowdfunding phenomenon in Sweden, it concludes with a few salient findings of this ongoing project. These findings suggest that both the design of the platform and existing institutional logics among entrepreneurs shape perceptions of affordances and thus the adoption of this new form of start-up financing.