Some describe China's culture as "success-obsessed" which is incompatible with the prevalence of failure in startup ventures. Most other types of financing models, only a few experienced investors know about the failure. In such cases, the failed entrepreneur can still maintain his/her social dignity. It is argued that the public exposure of crowdfunding is likely to discourage "humiliation-averse entrepreneurs" from participating[1]. Some initiating events or triggers also known as disruptive events ((Meyer, 1982)[2], shocks (Fligstein, 1991)[3], jolts (Meyer, 1982), or discontinuities (Lorange, Scott, & Ghoshal, 1986)[4] can overcome the effects of institutional inertia (White, 1992)[5]. Some argue that the 2011 earthquake has acted as a jolt for Japan's CF landscape. Haruka Mera, who founded the ReadyFor? put the issue this way: "Compared with the US or UK, the whole concept of crowdfunding does not come naturally to the Japanese. But I think that things have changed a lot since the [2011] earthquake. Japanese society was given a very big reminder that it needs to work together to make things happen and to take the country forward"[6].

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