Thürridl, Carina, Kamleitner, Bernadette. 2016. What Goes Around Comes Around? Rewards as Strategic Assets in Crowdfunding. California Management Review 58 (2), 88-110.
BibTeX
Abstract
In crowdfunding, rewards can make or break success. Yet reward design, choice, and planning still occur based on availability rather than strategy. To address this challenge, this article provides an empirically derived crowdfunding reward toolbox offering guidance in strategically selecting rewards. Based on a large scale analysis of successful and unsuccessful Kickstarter projects, this article classifies rewards that are currently offered along eight dimensions. It identifies emerging patterns and derives five strategic core tools and two add-on tools. Finally, it delivers exploratory insights into the relative effectiveness of different tools that can facilitate decision making and strategic planning for entrepreneurs and individuals who plan to launch a crowdfunding project and who seek ways to reward their supporters.
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Publication's profile
Status of publication | Published |
---|---|
Affiliation | WU |
Type of publication | Journal article |
Journal | California Management Review |
Citation Index | SSCI |
WU Journalrating 2009 | A |
WU-Journal-Rating new | FIN-A, INF-A, STRAT-B, VW-C, WH-A |
Language | English |
Title | What Goes Around Comes Around? Rewards as Strategic Assets in Crowdfunding |
Volume | 58 |
Number | 2 |
Year | 2016 |
Page from | 88 |
Page to | 110 |
Reviewed? | Y |
URL | http://cmr.berkeley.edu/search/articleDetail.aspx?article=5813 |
DOI | http://dx.doi.org/10.1525/cmr.2016.58.2.88 |
Associations
- People
- Thürridl, Carina (Former researcher)
- Kamleitner, Bernadette (Details)
- Organization
- Marketing and Consumer Research IN (Details)
- Research areas (ÖSTAT Classification 'Statistik Austria')
- 5300 Economics (Details)
- 5320 Marketing (Details)